New Samsung TVs Blend LUX Tech and Parisian Design

New Samsung TVs Blend LUX Tech and Parisian Design

Samsung Electronics America announced, today, that its SERIF TV model is heading to the United States next month. 

The SERIF TV is currently only available through presale exclusively on and the Museum of Modern Art (MoMA) Design Store.

One may be thinking, “what’s a television have to do with the MoMA?” However, once viewing the unique design of the SERIF TV–which marks a collaboration between Samsung and Parisian design duo Ronan and Erwan Bouroullec–it begins to make a little more sense.

Aiming to combine LUX value (the 40″ model starts at $1,499) and high-end design, the SERIF TV will hit high-end design retailing outlets around the country in August. Together with the Bouroullec Brothers, Samsung sought to re-imagine the look and feel of HDTVs.

A side profile of the SERIF.
A side profile of the SERIF.\

“Our research 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,” says 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.”

The SERIF draws inspiration from typography, resembling a capital “I” shape when viewed from the side. With this unique style, its slim body leads to a broader, flatter top surface, which can be used as a shelf. 

This form also allows it to be placed in a more versatile manner compared to other TV models.

Samsung and the Bouroullec Brothers also rethought the interface concept of the TV, developing what they call “Curtain Mode,” where content on the TV is veiled rather than completely shut off. When Curtain Mode is active, viewers can still access services such as the built-in clock, Bluetooth speakers, apps and personal photo galleries.

RELATED: Unique LUX Project Relies on Tech to Streamline


Other features include:

  • 4K UHD resolution and High Dynamic Range Premium Technology
  • Smart TV technology and a quad-core processor

Its high-end design, is what makes the SERIF TV unique. Whether your luxury clients think its look is appealing to the eye is certainly subjective.

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About The Author

Greg Vellante is a staff writer and multimedia specialist at TecHome Builder, as well as a content coordinator for AE Ventures events. He has over a decade of experience writing for various publications on topics that range from cinema to editorials to home technology. His favorite technologies fall into the A/V and home entertainment realm, and he’s keeping a close eye on the rising trends in robotics and virtual/augmented reality. Greg resides in Boston, holds a degree in Media Studies from Emerson College and pursues screenwriting/filmmaking in his free time.

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