Samsung Unveils SERIF TV - a 4K Ultra HD TV with Bold Industrial Design

The SERIF TV comes with legs, which can be detached so it can sit on a shelf or credenza. Photo: Samsung.

We're used to seeing TVs with a pretty picture. Otherwise, most of today's sets sort of look the same. If you're worried that typical TV shape won't match your decor or mood, take a peek at what Samsung Electronics has just started selling. The company just debuted the Samsung SERIF TV, a 4K TV that's designed to blend right into the design and furniture of just about any room.

Samsung recruited help from Parisian design duo Ronan and Erwan Bouroullec, in order to make the TV look as good on the outside as it does on the screen. Even the look and feel of the remote was part of the project. Initially available as a lone 40-inch TV, the Samsung SERIF TV has a profile that looks like a capital I. That form factor allows it to be placed on top of a credenza or you can use the attachable legs to transform the unit into a piece of furniture.

Besides a 4K image, the Samsung SERIF TV features HDR Premium technology for better color and brightness. It also has a quad-core processor to deliver Smart TV features with ease. There's even a new Curtain Mode interface that can put content on the screen "to give an abstract impression of what is happening in the background." It's sort of like shutting off the TV, without actually shutting off the TV. That way, you can still access other TV features, such as the clock, Bluetooth speakers, and even a photo gallery.

"Stunning picture quality and crisp sound clarity are what consumers expect from Samsung. However, our research also tells us that there is a subset of consumers, largely underserved by the TV industry thus far, who care just as deeply about design and how their TV complements the aesthetics of their home environment," said Dave Das, senior vice president of home entertainment at Samsung Electronics America. "The Bouroullec Brothers share and embrace our vision of merging design and technology and we are pleased to introduce the SERIF TV to the U.S. market via a strategic group of retail partners in the design and furnishings world."

A white version of the 40-inch SERIF TV (which also goes by the model number UN40LS001AFXZA/UN40LS001CFXZA) will start selling in August 2016 at Vitra, Bo Concept NY, and Ligne Roset stores. However, both the white and an exclusive blue model are currently available through Samsung.com and the MoMA Design Store. Both options are priced at $1,499.

The SERIF TV's I-shaped profile delivers a sturdy base at the bottom and a small shelf on the top. Photo: Samsung.

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