Whether we like it or not, the majority of our living rooms revolve around the television. Sofas are positioned to accommodate it and we all vie for the best place to watch it. Which is why we love the look of the new Samsung Serif TV which has been designed by renowned Parisian designers Ronan & Erwan Bouroullec.

Samsung Serif TV

The Samsung Serif TV marks Ronan & Erwan Bouroullec’s first project related to electronics and was launched yesterday at the London Design Festival. The Samsung Serif TV doesn’t look like anything you’ve seen before and is defined by a single, seamless frame, one colour and one shape.

In profile, it forms a clear capital ‘I’ shape, which means it can stand seamlessly in the home by resting on its own base. There are some accompanying attachable legs if you need them though. These allow it to be placed on the floor or the centre of the room depending on the space you’ve got.

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Ronan & Erwan Bouroullec were also given license by Samsung to develop the user interface. They redesigned the standard interface to include a transition between standby mode and normal viewing called ‘curtain mode’. This mode provides a silent, abstract impression of the TV screen to make your living room feel a bit artier.

The Bouroullecs have thought of everything when it comes to the aesthetics of this TV and the connectors at the back of the TV are even concealed by woven fabric panel. The pattern of the fabric, designed to emulate the effect of curtain mode, is colour matched to the colour of the TV.

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Breaking away from the pre-occupation with ultra-flat screens, the Samsung Serif TV doesn’t belong to the world of technology but the world of furniture and design. We can’t think of too many household devices we’ve come across that can honestly boast the same.

The Samsung Serif TV is available in three formats from the 2nd November: Serif TV Mini (“24), Serif TV Medium (“32) and Serif TV (“40). The Ivory White colour will be available for all sizes, while Dark Blue will only be for the Large and Medium, and Red solely for the Mini. Price start at £449 for the Mini and rumours are prices could exceed £1,000 for the Large. We think they’re fully worth it!

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