13 Jan Serif TV: Bouroullec x Samsung

Ronan and Erwan Bouroullec are well-known for their collaborations with some of the biggest brands in the contemporary furniture and lighting industry.  Their portfolio includes designs for Ligne Roset, Vitra, Flos & Kvadrat and extends over a period of more than 15 years. As designers who specialise in crafting products that enhance the home environment, the collaboration with Samsung on a new TV for the home seems like a natural expansion.

Yun-Je Kang, Head of Visual Display Design at Samsung, approached the brothers with the brief of creating a TV that gave equal consideration to the design as it did the functionality. The result is the Serif TV: a TV independent of the ultra-thin, flat screen trend that challenges the usual theme of masculine, cutting-edge technology and extra-large size.

The frame is shaped like the a capital ‘i’ in a serif font which creates the sturdy base suitable for placing comfortably on any surface along with a shelf at the top.  This makes it much easier for the TV to fit in with its surroundings and become part of the living environment.

The brothers explain that the TV is “designed to be appreciated from any angle.  The harmonious aesthetics allow a freedom from conventional ‘against the wall’ positioning. It opens up more possibilities in how we think about our living space.”

Available in 3 sizes:  40 / 32 / 24″.  The large and medium sizes come with optional feet (that are included in the box). Self-standing, they can be placed on low furniture or shelves. Otherwise with feet they can stand anywhere.  They are available in white or dark blue.

The smallest size, Serif Mini, is designed to be used without feet and due to its compact size, is the most versatile of all. It can easily stand on any piece of furniture or small surfaces, such as a counter.  This size is available in white and red.

 The prices are as follows:

• Serif TV – £1199
• Serif TV Medium – £699
• Serif TV Mini – £499

*Update – Currently Samsung is only producing the Serif TV Mini (Red 32” & 24”). View here.