The short version
The Serif is Samsung's designer television — shaped by the French designers Ronan & Erwan Bouroullec into an "I" profile, finished on every side, and made to stand in the middle of a room like furniture.
But it is not only good-looking. The official specification lists a 100Hz panel, VRR, FreeSync Premium, four 4K 120Hz HDMI ports and 40W of four-channel audio — an unexpected set of hardware for a "design" TV.
- 55" HK$10,980,
- 65" HK$13,480,
Why 40W across four channels matters here
Most of our other Samsung sets run 20W over 2 channels. The Serif is 40W over 4 channels, with 360 Audio.
The reason is practical: The Serif is designed to stand in the middle of a room, away from the wall and off any cabinet. Set up that way, there is nowhere to put a soundbar.
So the built-in audio carries far more weight on this set than on a conventional one. Samsung gave it double the power, four channels, Adaptive Sound Pro (real-time adjustment to the content) and Active Voice Amplifier Pro (dialogue reinforcement) to answer exactly that.
Official specifications
Checked against Samsung's official The Serif LS01D specification (SKU QA65LS01DAKXXT).
| Item | Specification |
|---|---|
| Panel | QLED (quantum dot) |
| Resolution | 3,840 × 2,160 (4K UHD) |
| Refresh rate | 100Hz, Motion Xcelerator 120Hz |
| Anti-reflection | Matte Display |
| Picture processor | Quantum Processor 4K |
| HDR | Quantum HDR, HDR10+ (Adaptive / Gaming) |
| Contrast | Mega Contrast, Supreme UHD Dimming, Contrast Enhancer |
| Viewing angle | Wide Viewing Angle |
| Picture modes | Filmmaker Mode, Smart Calibration (Basic) |
| Audio | 40W across 4 channels, 360 Audio, Adaptive Sound Pro, OTS Lite, Active Voice Amplifier Pro |
| Gaming | VRR, FreeSync Premium, ALLM, Game Motion Plus, Dynamic Black EQ, HGiG |
| HDMI | 4 ports, all supporting 4K 120Hz, one with eARC |
| Other ports | 2 × USB-A, 1 × optical digital audio out |
| Wireless | Wi-Fi 5, Bluetooth 5.2 |
| Platform | Tizen OS, SmartThings, Apple AirPlay, Ambient Mode |
| Voice assistant | Bixby |
| Design | Serif Design, Cloud White body, metal floor stand (black) |
360-degree design: freedom in where you put it
The back of an ordinary television is not meant to be seen — ports and vents. The Serif is finished on all four sides, so you can:
- use the supplied metal floor stand and place it mid-room or in a corner, as a piece of furniture
- remove the stand and sit it on a cabinet, shelf or sideboard
- use the flat top surface for a vase, a frame or books — the top of the "I" is level
If your home is open-plan, or you want the television to divide a space, this design solves a real problem rather than just looking good.
Matte Display
The official Anti Reflection field reads Matte Display. A matte finish scatters reflections instead of bouncing back a sharp bright spot.
That is practical in Hong Kong — plenty of windows and bright daylight. And because The Serif often stands mid-room, light can reach it from every side, so anti-reflection matters more here than on a set pushed against a wall.
Gaming: better than you would guess
The official specification lists:
- VRR (variable refresh rate) and FreeSync Premium
- All four HDMI ports supporting 4K 120Hz
- ALLM auto game mode, Game Motion Plus, Dynamic Black EQ, HGiG
The panel is 100Hz with Motion Xcelerator 120Hz. A PS5 or Xbox Series X will run its high-frame-rate modes without trouble.
Four HDMI ports all at 4K 120Hz is worth noting — many televisions support high frame rate on only one or two, leaving nowhere to plug a second console.
Sizes and viewing distance
| Size | Price | Stock | Recommended viewing distance |
|---|---|---|---|
| 55" | HK$10,980 | In stock | 1.7 – 2.3 m |
| 65" | HK$13,480 | In stock | 2.0 – 2.7 m |
| 43" | HK$6,980 | Out of stock | 1.1 – 1.7 m |
If it is going mid-room as a divider, remember to allow for walking space on both sides, not just the viewing distance in front.
The Serif or The Frame?
Both are Samsung design televisions, but they solve different problems:
| Item | The Serif | The Frame |
|---|---|---|
| Placement | Floor stand, can stand mid-room | Primarily wall-mounted |
| Design idea | A piece of furniture, seen from all sides | A picture, with interchangeable bezels |
| When it is off | Ambient Mode shows information or patterns | Displays artwork |
| Suits | Open-plan rooms needing division | Homes with a wall to hang it on |
| Our stock | 55" and 65" | 75" and 85" |
To see The Frame: 75" at HK$22,980 and 85" at HK$37,980, both in stock.
Frequently asked questions
How is The Serif different from an ordinary television?
The Serif is finished on all four sides, so it can stand mid-room on its supplied metal floor stand as a piece of furniture rather than against a wall. The top surface is flat and can hold objects.
Is The Serif any good for gaming?
Yes. The official specification lists VRR, FreeSync Premium, ALLM and HGiG, the panel is 100Hz, and all four HDMI ports support 4K 120Hz.
Are the built-in speakers loud enough?
The official specification is 40W across 4 channels, with 360 Audio and Adaptive Sound Pro. That is stronger than the usual 20W 2-channel television, which matters when the set stands mid-room and there is nowhere to put a soundbar.
Does The Serif support Alexa?
No. Samsung's official specification lists the voice assistant as Bixby.
What does the Matte Display do?
A matte panel scatters reflections rather than bouncing back a sharp bright spot. The Serif often stands mid-room with light reaching it from every side, so anti-reflection matters more here than on a wall-mounted set.
More options
Browse the QLED TV range, or by size in 55 inch TVs and 65 inch TVs.
Delivery, installation and warranty
- Sourcing: not local Hong Kong retail stock — international version, warranty provided by us.
- Warranty: free on-site inspection and repair within three years. Replacement parts are quoted separately — we quote first, and only proceed once you confirm.
- Installation: on-site installation available, quoted by address.
- Delivery: quoted by address — see the delivery and warranty terms.
- Showroom: Room 403, Block A, Chung Mei Centre, Kwun Tong, 11:00–19:00. Collection in person available.
- Enquiries: WhatsApp +852 9847 9793. Tell us how you plan to place it — mid-room, against a wall, or on a cabinet — and we will help with size and positioning.