Ronan and Erwan Bouroullec have worked exclusively with Samsung to create a television that challenges the usual role of this object in the home environment. Samsung Serif TV does not belong to the world of technology, but to that of decor and design.

Already available at the Samsung online shop, it is now also possible to see and purchase the Serif TV at selected points of sale of Molteni&C and Vitra in Italy.

Two prestigious brands on the international design scene, with which Samsung Electronics Italia has formed a partnership for the distribution of this design object, which further underscores the importance of aesthetics in a television that becomes a real piece of furniture.

Seen from the front, Serif TV features a single continuous monochrome frame, and a well-defined shape. The profile takes the shape of a capital “I” of a serif font, with the upper part of the slim body that widens to form a surface similar to a shelf, while the lower part serves as a support base.

Supplementary legs permit stand-alone use of the TV set, which can be moved and positioned on the floor, even in the middle of the room, adapting to different situations. In addition, thanks to its design, the TV adapts harmoniously to any domestic setting.

A fabric panel hides the connectors and cables on the back, giving the unit a linear, elegant image from any vantage point and at any location within the room. The pattern of the fabric, designed to evoke the effect of the curtain mode interface, is coordinated with the color of the television.