Samsung Electronics’ television furniture piece dubbed Serif TV
“Like typographers designing a letter, we studied both the object and its interaction with the space around it.” – Ronan & Erwan Bouroullec In profile, SERIF TV forms a clear capital “I” shape. Its slim body broadens at the top to form a flat surface like a small shelf.
SERIF TV moves away from the trend of ultra thin screens. Its presence is like an object; you can turn around and manipulate it. It can even stand on the floor when using the legs.
Most of the time, design is not about inventing functions but making them simple and accessible. The Bouroullec Brothers adopted this approach when re-designing the existing Samsung TV software, to create a bespoke user interface and remote control.
Like pulling a curtain over the screen, the user interface applies a filter over the content, giving an abstract impression of what is going on behind. When ‘curtain mode’ is active, viewers can access simple services such as a clock, Bluetooth speakers, apps and their photo gallery.
SERIF TV is more subtle. It doesn’t exude power. It is made to fit in the world in which we live.