A collection of screens, televisions, Ronan & Erwan Bouroullec designed for Samsung

Published on September 19, 2015

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Serif is a collection of screens, televisions, Ronan & Erwan Bouroullec designed for Samsung during the past two years.

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Serif is a television that moves away from a preoccupation with ultra-flat screens. Instead, it is an object that can be turned around and manipulated. It can stand anywhere, even on the floor with its own legs. What they were looking for was a solid presence that would sit naturally in various environments, just like an object or a piece of furniture.

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The Bouroullec’s studio design practice combines various mediums: simple drawings, computer modelling and ‘handmade’ mock-ups with diverse materials such as wood and clay modelled through different techniques.

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The idea was not to be constrained to a single material or shape, but the challenge was that every detail and element composing the TV had to fuse harmoniously with the rest.


The initial mock-up was made by carving wood and plastics, then made into an electronic product in the commercialization process. The final product was designed in a shape that is almost identical to the first mock-up.

In profile, it forms a clear capital “I” shape, its slim body broadening to form a surface like a little shelf at the top.


Ronan & Erwan also designed the interface inside Serif.


Serif comes in 3 sizes, Serif, Serif Medium, and Serif Mini.
Serif and Serif Medium come with optional feet (that are included in the box).
3 colors are proposed, White, Dark blue and Red.


Serif will be pre-launched during the London Design Festival (21-27 September).
You can visit the exhibit Bouroullec X Samsung at the The River Rooms in the Somerset House (Strand Entrance, London WC2R1LA).
Available in stores from 2nd November 2015.

Ronan & Erwan Bouroullec and Samsung


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