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An exclusive TV design project with Ronan & Erwan Bouroullec Acclaimed design duo Ronan and Erwan Bouroullec’s 20 year partnership includes collaborations with leading design companies Vitra, Artek and Alessi. However, this is the first time they have worked within the world of technology.

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The Bouroullec’s studio design practice combines various mediums including simple drawing, computer modelling and making 'hand made' mock ups with diverse materials such as wood and clay. A TV defined by a frame that outlines the screen The initial mock-up was made by carving wood and plastics, then made into an electronic product in the commercialisation process. The final product was designed in a shape that is almost identical to the first mock-up.

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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 experience and remote control. SERIF TV moves away from the logic of ultra-thin screens. Its presence is like an object that you can turn around and manipulate. It can even stand freely in the middle of the room.

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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.

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“Like typographers designing a letter, we studied both the object and its interaction with the space around it.” - Ronan & Erwan Bouroullec

Like pulling a curtain over the screen, a filter can be applied that gives 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 can be positioned anywhere in the home. It can be placed on furniture, left freestanding, placed on a shelf and positioned in your living room or bedroom.

Ronan & Erwan Bouroullec










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