A piece of art as much as a television: Samsung releases 'Serif'

Samsung has released its next big thing: a TV that goes above and beyond just a thin black slab. Its new SERIF TV truly looks like it belongs in your bedroom or living room, marking a significant effort to redefine the way we experience television.

Created by the renowned French furniture designers, Ronan & Erwan Bouroullec, the SERIF draws inspiration from the simple elegance of typography; it forms capital “I” shape in profile. It comes with attachable legs, turning the TV more into a piece of furniture than just an electronic device. The 40” SERIF comes with a 4K UHD resolution and is also a Smart TV, allowing you to switch between live TV, apps and streaming content.

“We have found there is an underserved market in the US,” said Lauren Tobin, Senior Manager of TV Product Marketing at Samsung. “People really want their TV to blend in well with their furniture. That’s where this television comes in.”

The SERIF’s new “Curtain Mode” does just that. When the TV isn't being used, the interface veils the content on the screen to give an abstract impression - shutting down content without turning off the TV itself.

“We aimed to craft a modest and accessible object that fused our furniture design expertise with technology,” added Ronan and Erwan Bouroullec. “We are thrilled to collaborate with Samsung and bring the SERIF TV to U.S. consumers.”

The SERIF TV will be available to U.S. consumers beginning in August. It retails for $1,499, and will be sold at high-end design-centric retailers including Vitra, Bo Concept NY and Ligne Roset stores in major markets. Today, it is available for presale through Samsung.com and the MoMA Design Store.