The Samsung Serif TV is the result of a collaboration between the talented designer brothers Ronan and Erwan Bouroullec and the household electronics brand Samsung. Because the frame of the TV looks like the letter “I” with serifs in profile, hence the name Serif.
Samsung approached the Bouroullecs 3 years ago with the request to design a new TV concept. Although hesitant at first (Ronan and Erwan refuse 90-95% of requests made, mostly due to a shortage of time) the Bouroullec’s decided that working on a project that would end up in many homes was too tempting.
THE DESIGN BY THE BOUROULLEC BROTHERS
Since the Samsung people felt that the flatscreen TV has come to the end of its evolution, Samsung was after a design that was totally different than the current trend of TV’s getting thinner and thinner. Therefore, the Bouroullecs decided to create a TV that doubles as a piece of furniture. Something beautiful to look at, not to be hidden like the old eyesore it always was. They tapped into the nostalgic memory of thick old TV’s with lots of trinkets on top of them. Therefore, the Samsung Serif TV has a flat top and bottom, acting as a small shelf. Furthermore, they wanted the Serif’s back to be beautiful too. So they invented a way of covering the ugly back (with all the sockets) with timeless fabric fastened with magnets.
About the technical side: of course it has all the latest technology including a LED 4K screen, 3 HDMI ports, Wi-Fi and apps. But the best thing for me is the option of the Curtain Mode: it applies a filter over whatever is currently broadcast and visible on the screen, giving an abstract impression of what is going on behind. When active, you can access simple services such as a clock, Bluetooth speakers, apps and your photo gallery.
The Samsung Serif TV is not available at your average electronics store. In the US it is exclusively available in the Samsung stores from around $1500, the blue model is only available through the MoMa. I am afraid my old TV is still working, hope it breaks down soon….
THE SAMSUNG SERIF TV IN ACTION
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