Samsung Announces the Stylish Serif TV

Samsung has announced that the Serif TV, designed in collaboration with the acclaimed Parisian design duo Ronan and Erwan Bouroullec, is coming to the U.S. in August.

The partnership marks the first time that Samsung has aligned with a designer to not only re-envision how the TV looks but how it functions. From top to bottom, inside and out, the Bouroullec Brothers re-imagined every aspect of the 40-inch 4K/Ultra HD smart TV, from its minimal yet solid exterior form to its refined user interface and simple remote control.

“Our research 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, Samsung’s senior vice president of home entertainment. “The Bouroullec Brothers share and embrace our vision of merging design and technology.”

Drawing inspiration from the simple elegance of typography, the Samsung Serif TV forms a distinct capital “I” shape in profile, its slim body broadening to form a flat surface like a shelf at the top. This form enables it to be displayed either on top of a credenza or via attachable legs that transform the TV into a piece of furniture.

The Bouroullec Brothers in collaboration with Samsung approached the user interface with the goal of designing a smart TV menu that is simple and accessible with a unique interactive display. They created a unique Curtain Mode that veils content on the screen (as shown in the photo) to give an abstract impression of what’s happening in the background, shutting down TV images without turning off the set. Even when Curtain Mode is active, viewers can access services such as a clock, Bluetooth speakers, apps and their photo gallery.

The TV will be available for $1,499 in white at high-end design-centric retailers including Vitra, Bo Concept NY, and Ligne Roset stores in major markets as well as through and the MoMa Design Store. A blue version of the TV will be available through Samsung and MoMa, both of which are now offering the set for presale.

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