Most modern TVs are incredibly thin and minimalistic so Samsung figured they would try something new. Together with French designers Ronan and Erwan Bouroullec they have created the Serif TV that looks like an “I” from the side.

Samsung Serif TV
The Serif TV has been created as a fresh take on TV design with inspiration from a font, more specifically the serif font. Looking at the TV from the side you will notice that it is wider in the top and bottom, which the designers believe turns it into furniture that stands out in the room.


- "Many attempts were explored in our workshop, and step-by-step we approached the logic of SERIF TV: a TV defined by a frame that outlines the screen," said Ronan & Erwan Bouroullec who partnered with Samsung to create the Serif TV.
- "Like typographers designing a letter, we studied both the object and its interaction with the space around it."


The top surface can hold vases, books or other decorative objects. The TV can be placed either on a shelf or stand on the floor by attaching legs. It has taken the brothers three years to reach the final design, including an entirely new user interface with a “curtain mode”. A woven fabric covers the back of the TV, concealing wires. 



The brothers even went as far as to create an entirely new remote control. 

Samsung has teamed up with other designers in the past, including Giorgio Armani for the Armani/Samsung TV and with Yves Béhar on several occasions, recently for a 21:9-format SUHD TV.

The Serif TV will be released in Large (40” UHD), Medium (32” Full HD) and Mini (24” HD) in three colors (ivory white, dark blue and red).

It will be available in the UK, France, Sweden and Denmark on November 2nd for Ł499, Ł699 and Ł1199. You can learn more about the TV here.