Samsung's SERIF TV spearheads a new concept of television, rooted firmly in the world of the living. From the front, SERIF is defined by a single, seamless frame—one color and one shape. In profile, it forms a clear capital “I” shape; its slim body broadening to form a shelf-like surface at the top. The design means it can stand seamlessly in the home by resting on its own base. Its attachable legs allow it to be placed on the floor or in the center of the room, moved and manipulated to suit the situation.

Designed by: Ronan Bouroullec, Erwan Bouroullec of ERB SARL; and Yun-je Kang, Kang-il Chung and Dong-hee Won of Samsung Electronics Co. Ltd.

Contact: Jeesun Kong