Nowadays when we look at TVs designed for the living room, they’re these huge chunks of black plastic. They’re also plastered with stickers boasting its specs like its resolution, its smart capabilities, brightness, viewing angles, color saturation, and etc. All of that sounds good, but what if you wanted more than just a TV? What if you wanted a piece of furniture?

Turns out Samsung has been thinking of that too, and together with French designers Ronan and Erwan Bouroullec, Samsung has officially taken the wraps off a newly designed TV that they are calling the Serif, which as you can see in the videos and photos, is certainly a sight to behold.

Now as you can see, this is a TV that does not look like any TV you’ve seen. In fact if we didn’t know it was a TV, we would have assumed it was another piece of furniture or maybe even a picture frame. The Serif comes in a trio of colors and will range in sizes starting from 21-inches and will go as big as 40-inches.

Not only have the designers change the exterior of the TV, but it seems that they have decided to change the way its UI looks as well and have introduced a new start screen called “curtain mode”. Unfortunately pricing was not mentioned, but it is expected to go on sale in November in the UK, France, Sweden, and Denmark.

Filed in Gadgets >Home. Read more about Samsung.

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