The “Serif” has a traditional look from the front and its profile recalls a capital “I” that widens at the base at the top to form a level surface.
Advertisement
The top and bottom of TV case stick out, so you really can’t stand it flush against a wall. The bigger models will be coming with the optional legs for the TV set.
The Samsung Serif will come in three sizes. The Serif has divided opinion in The Verge’s offices, with some (myself included) thinking it’s a genuinely good-looking TV, while others, well, they wrote the headline.
“What we were looking for was a solid presence that would sit naturally in any environment, just like a piece of furniture“, Ronan & Erwan Bouroullec explained. It’s all about looks: there’s even a fabric panel on the TV’s backside to hide connectors and ports. Curtain mode takes whatever is being shown on the screen and blurs it, transforming it into shimmering abstract shapes like a digital curtain. They have also been exhibited in several museums, including the Design Museum in London and the Arts Décoratifs in Paris.
The new smart TV was designed by the Ronan and Erwan Bouroullec brothers as their first electronics appliance, Samsung said.
The TV comes in three different sizes: 40-inch ultra HD, 32-inch full HD, and 24-inch standard HD.
Advertisement
The Serif TV is expected to go on sale from November 2 but will be available only in the United Kingdom , France, Denmark, and Sweden initially. It partnered with Giorgio Armani in 2008 for the Armani/Samsung LCD TV, then with artist Yves Béhar in 2009 for the abstract, high-tech installation “Anima Terra” at the Art Institute of Chicago, and again with Yves Béhar earlier this year for an 82-inch, extra-wide-screen curved SUHD TV.
