The brand partnered with prominent designers to re-envision how the viewing device looks and functions

At a time when we are constantly surrounded by screens, TVs have become optional, almost obsolete. French designers Ronan and Erwan Bouroullec were commissioned to design a TV for Samsung that could work as a piece of modern furniture, and came up with the SERIF, a multi-purpose minimalist box that redefines the television experience.

The 40” TV features a solid yet minimal exterior, a refined user interface and simplified remote control. The design draws inspiration from typography, forming a capital “I” shape in profile. Detachable legs allow the flatscreen to be positioned either in the middle of the room as a standalone piece of furniture or on top of a credenza.

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