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Serif TV by Ronan and Erwan Bouroullec for Samsung

Screen Shot 2015-09-21 at 13.39.13

Ok, we know almost every TV out there is black, but we couldn’t just let pass this new television by Samsung called Serif, with a distinctive I-shaped profile. Designed by paris based Ronan & Erwan Bouroullec, it’s actually a nice piece of furniture, moving away from a preoccupation with ultra-flat screens, it is a solid presence that sits naturally in various environment. It is an object that can be turned around, manipulated and can stand anywhere, even on the floor with its own legs. 





Attachable legs allow the design to be placed on the floor, or the product can sit on a flat surface. Serif comes as a 40-inch model (102 centimetres), with Serif Medium and Serif Mini versions also available. The duo also developed the user interface, including a transition between standby and normal viewing options called “curtain mode”. This feature is designed to provide a “silent, abstract impression of the TV screen contents, offering a present, yet recessive, role for the TV”.

Serif will launch as part of an exhibition at Somerset House from 21 to 27 September 2015, as part of this year’s London Design Festival.

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