Samsung Sero: a rotating TV that looks like a giant smartphone

The Sero, which literally means ‘vertical’ in Korean, can pivot between horizontal and vertical orientations like a smartphone or a tablet. It’s the world’s first mobile-friendly TV.

Televisions don’t evolve too often so when they do it feels like an event. This one marks Samsung’s attempt to tap into a generation of social media users whilst ushering in a new era of content consumption. 

The minds behind The Sero  –  Samsung

Founded back in 1938, Samsung is an electronics brand and technology giant based in South Korea. Known for its smartphones, as well as flat-screen TVs, installations, furniture, and smartwatches, Samsung is one of the world’s largest producers of electronic devices. The Sero is a product from the minds of Samsung’s design and innovation engineering teams, which has been working on a collection of experimental televisions of late. Other notable models include its art-inspired ‘The Frame’ and ‘The Serif’, a minimal flatscreen TV on legs. 

Materials & Techniques – Artificial Intelligence + 4K resolution

Angled back on a navy blue metal stand, The Sero comprises a 43” 4K QLED TV with soft-material at its base covering 60W multi-channel speakers. The panel sits on top of the stand like an easel and can rotate 360 degrees, automatically matching the orientation of your mobile device. The screen can also be rotated by remote control, voice command, and via the SmartThings app.

The Sero is optimized for social media content, streaming services, and gaming. It also uses artificial intelligence that can upscale content to 4K resolution – so users can stream their favourite content in spectacular detail, regardless of the source.

Style & Aesthetics – Elegantly minimal and modern

Elegantly minimal with a navy blue stand, The shapeshifting Sero features a modern design geared towards millennial and Gen Z consumers. To echo the same functionality of a smartphone or tablet, Samsung has opted for an ultra-thin form that looks similar to a cellular device. It looks like the swiveling screen could command a bit of space along with the triangular stand that protrudes at the back. The latter conveniently acts as a cable tidier too thanks to a removable panel.

Part work of art, The Sero is meant to look like a piece of decor it seems and without the option to mount on a wall, when it is not being used to watch TV or movie content, Samsung’s Art Mode displays digital pieces of artwork. There’s also an Ambient Mode that allows users to blend the TV into its surroundings.

Not a tech device, but a design piece instead

The Sero is Samsung’s latest addition to its line of lifestyle TVs designed to blend in with your living room aesthetic, including the Serif and The Frame. It launched in the UK in June and is also available in the rest of Europe, as well as the US. As of now it only comes in a 43-inch model.

Design memento – Samsung takes a shot at the Millennial market

Samsung’s bid to keep younger users interested in TV offering is telling of where one of the industry’s biggest players thinks the market might be headed. Delivering a mobile-optimized experience as a priority is a significant movement towards bagging new, digital generations.

The writer’s comment – Is a twist on the traditional enough?

The release feels like Samsung’s attempt to ensure that TVs remain a mainstay in domestic life. Catering to a younger audience with a penchant for social media, The Sero gives these consumers the ability to watch Instagram stories, TikTok videos, Snapchats, and portrait video recordings blown up on a relatively big screen. Aside from the potential to share content with friends and family, these same consumers tend to prefer the freedom of untethered devices. An automatically rotating screen is maybe just one step towards changing that.