Samsung’s new Serif TV designed to blend into furniture

PanARMENIAN.Net - Samsung has a myriad of product ranges under its belt, from printers and fridges, to mobile phones and laptops. Now the company is looking to reimagine one of the products it’s perhaps most renowned for — the TV, VentureBeat reports.

Teaming up with French furniture designers Ronan & Erwan Bouroullec, Samsung has launched the Serif TV, which the Korean electronics giant touts as “a radically different approach to the user experience of TV.”

Launched at the London Design Festival yesterday, the Serif TV has been created to resemble a Times New Roman (or similar serif font) letter “I” when viewed side-on.

It’s designed to transform the TV into a piece of furniture, much like they once were back in the early “cathode ray tube (CRT)” days, when screens were often hidden inside units concealed by a sliding door.

Three-years in the making, the Serif TV has a shelf-like surface on top which can hold remote controls, ornaments, vases, and anything else of a similar size. It also sports a “woven fabric panel” that conceals the wires and ports on the back of the TV.

This represents the award-winning Bouroullec brothers’ first foray into the technology realm, and they were heavily influenced by typography when setting out their design. “Like typographers designing a letter, we studied both the object and its interaction with the space around it,” said the duo.