The new SERIF TV was announced today by Samsung Electronics America, Inc. Samsung has been a leader in the home entertainment industry for over 10 years now. The SERIF TV is a collaboration with design duo Ronan and Erwan Bouroullec. The TV will become available in the United States starting this August primarily at design-focused retailers including Vitra, Bo Concept NY, and Ligne Roset. Today, you can pre-order through and the MoMA Design Store.

This TV represents the first major partnership between Samsung and another company to re-think not only how a TV looks but also how it functions. Every aspect of the SERIF has been re-envisioned between its solid exterior, user interface, and simplified remote. The image on the TV is just as beautiful. It is a pleasure to watch on a large 40″ screen.

Samsung felt there was a section of the market underserved by current TV manufacturers. This section of the market being comprised of individuals who care just as deeply about design and aesthetic as performance. Stunning picture quality and crisp audio matters to all of us. However, some people care more than others about how the TV itself looks with the rest of their home environment. Samsung and their partners hope the SERIF will be well received by such customers.

Inspired by the elegance of typography, the Samsung SERIF TV forms a unique capital “I” when viewed from the side. It’s ultra slim profile allows for seamless integration into almost any modern home design whether it be in-wall or standing alone on its legs from Samsung that turn the TV into an independent piece of furniture. The device blends in well with nearly any surroundings.

Along with its fancy design, the SERIF TV will feature a new Smart TV menu unlike any other. The SERIF will have an exclusive Curtain Mode interface that veils content on the screen to give an abstract impression of what is happening behind it. This allows you “shut down” content without having to turn off the TV itself. When Curtain Mode is active, users will still be able to take advantage of the TV’s clock faces, speakers, apps, and photo gallery.

The SERIF TV encompasses everything consumers desire in a television from Samsung. 4K UHD resolution with HDR Premium technology to enhance color and brightness is sure to empress any viewer. This will also create more natural and realistic images. The quad-core processor will ensure the TV is not sluggish when streaming from the internet and opening apps.

The 40″ television will be available next month with an MSRP of $1,500.00. It will be offered in white across all retail partners and in a blue variation exclusively from the MoMA Design Store and on

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