The design duo of Ronan and Erwan Bouroullec plan on applying their creative design concepts to televisions with the Samsung Serif.
In designing the Samsung Serif, the Bouroullec brothers wanted to reinvent the television and re-imagine its purpose. Although still meant to provide people with entertainment, the brothers wanted televisions to have better aesthetic qualities and stand out on its own as a piece of furniture.
The collection has a variety of elegant furniture pieces, some of which have a sleek frame, others are freestanding with contemporary, thin legs. The Bouroullec brothers wanted the televisions to seamlessly fit in to the interiors of homes. Also, Samsung Serif TVs challenge traditional tropes of masculinity associated with TVs like technology and large sizes. Instead, they treat TVs as subtle, sleek pieces of furniture.