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Serif by Samsung, the new tv designed by Bouroullec designer

| Designbest editorial staff


his is a flat screen with an extra oomph. Serif by Samsung is the latest TV designed by the Bouroullec brothers, it decorates the home like a piece of furniture. Its frame has an extraordinary silhouette inspired by the letter “I”, as if written in serif font. What’s more, Serif has a built-in shelf and optional legs; this is how it becomes a self supporting piece to be placed at the centre of any room.

  • What is it? Serif by Samsung is a new flat screen TV with an extra-thick frame.
  • What is special about it? Serif has a monochrome frame shaped like the letter “I” written in serif, the font from which it takes its name. Its frame also acts as a base, it can rest on another piece of furniture and also be used as a shelf. What’s more, Serif, due to its optional legs, becomes a freestanding piece and can be placed the centre of any room.
  • How is it made? Serif is a flat screen TV, frame available in either gloss or chrome in the colours brick-red, white or blue. Cables and sockets are concealed at the back. Serif has a simple graphic interface complete with curtain mode; this is a curtain-inspired visual effect, which produces an evocative pixelated effect during each screen change. Serif also comes with optional legs. From November, Serif will be available in stores across Sweden, France, Denmark and Great Britain, in a choice of three different inch screens 40, 32 and 24.
  • Who is it by? Ronan and Erwan Bouroullec are two brothers, who break the boundaries of convention, often swimming against the current. In this case, they wanted to rethink TV design, intentionally forgoing extra-thin screens because, how Erwan Bouroullec explains “a flat screen in black is a flat screen in black, there’s not much you can do about it”.
  • We like it because? Finally, Serif isn’t just a flat screen TV in black, but a real piece of furniture. Serif is part painting and part shelf; this style becomes a real decoration wherever you are. 
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