In our era, where we all rush to the pursuit of a high-quality, ultra-flat and lightweight TV, Samsung decides to release their latest SERIF TV series, which clearly moves away from such a preoccupation. Created in hands with brothers Ronan & Erwan Bouroullec, a Paris design group, they have reinvented our sense of living aesthetics with a unique appearance. The TV screen is embedded within a wooden frame, so that it can naturally sit within any homes beside other furniture, removing the feeling of coldness. It also clearly moves away from the idea of being obsessed with the creation for an ultra-thin TV, a logic that has remained for years. In profile, the frame forms a clear capital “I” shape, which expresses a strong retro atmosphere. Created with four narrow supporting legs, it looks no different from a traditional easel from afar, yet, it does not cause any conflicts with its pursuit for a simple, and modern style.

In addition, they have also particularly focused on the back of the machine, where they have used a piece of colored cloth to cover up all of the various interfaces, so that its clean and elegant Curtain Mode can accommodate the whole appearance. Ronan and Erwan used to work for Vitra and Alessi, but has never been involved in the technology sector. “We studied both the object and its interaction with the space around it” they said. The designs created by the two are always very clean, but at the same time, they are filled with rich imagination. Apart from offering basic functions, the product also delivers a sense of beauty which resonate with its viewers. SERIF will be offered in three different sizes ranging between 21 inches to 40 inches, and users can customize the style and the color of the frame. Priced at £499, £699 and £1199, it will be for sale first in the UK, France, Sweden and Denmark on the 2nd of November.