Samsung are well know for testing the waters when it comes to technology but their recent collaboration with the Bouroullec brothers, who are famous for their furniture designs and installations, maybe one of their most versatile partnerships yet.
Ronan and Erwan Bouroullec designed Serif, a design led TV that sits naturally in the world we live in and acts as part of the furniture. It features an ultra-flat screen, ‘I’ shaped profile and back upholstered panel that hides all wires and workings of the TV that are usually on show. One of the design aims was to create a TV that can be manipulated and can stand in any environment; this is complimented by shelf on top of the TV, thanks to its ‘I’ shaped silhouette, which can be used as a regular shelf would be.
The name and shape were both inspired by ‘Serif’ typefaces. In typography a serif is a small line that is attached to the end of a stroke in a letter or symbol; hence the ‘I’ silhouette and ability to use the top of the TV as a shelf.