South Korea-based Samsung‘s latest home entertainment device is part television, part furniture. Dubbed the Serif TV, the device just launched in the United States following a European debut last year.
Studio Bouroullec
Designed in collaboration with Parisian design duo Ronan and Erwan Bouroullec, the 40-inch television sports a thick, plastic frame in lieu of a thin or curved bezel. As a nod to its namesake, its silhouette resembles a capital, serif-font “I”, and delivers an all-around sleek finish with a cloth cover that conceals unsightly cords on its back.
“From the onset of designing the Samsung Serif TV, we aimed to craft a modest and accessible object that fused our furniture design expertise with technology,” said Ronan and Erwan Bouroullec in a release. “We are thrilled to collaborate with Samsung and bring the SERIF TV to U.S. consumers.”
Studio Bouroullec
The Serif’s minimal yet solid body can rest on top of a credenza, or stand alone via detachable legs. Its designed to reimagine a TV as a piece of furniture, featuring a shelf-like surface on top that can hold small items.
Studio Bouroullec
Inside, the unit runs on Tizen OS like many of company’s recent devices, but sports a more accessible user interface than other 4K models. After turning Serif on, the user is greeted with five options: TV, apps (including Netflix), Bluetooth speaker, photos, or clock.
“Stunning picture quality and crisp sound clarity are what consumers expect from Samsung. However, our research also tells us that there is a subset of consumers, largely underserved by the TV industry thus far, who care just as deeply about design and how their TV complements the aesthetics of their home environment,” said Dave Das, Senior Vice President of home entertainment at Samsung in a release.
The U.S. version of the set, which is expected to deliver in August, is now available to pre-order for $1,499. It is offered in white across all its retail partners including Vitra, Bo Concept NY, and Ligner Roset, and in blue exclusively through the MoMA Design Store and on Samsung.com.
