Serif by Bouroullec


It seems like everyone in the design industry is falling head over heals about the new Serif television. I am torn. On one side I can really appreciate the Paris-based designers Ronan & Erwan Bouroullec creating and playing with the design of the television, however, aren’t we going a bit back in time with this design? I mean it has been all about making the slimmest tv, so it doesn’t take up extra space in your decor, but this TV for Samsung, just seems to me, a bit dated.


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. I guess the idea, is that you place it anywhere, with or without the legs.

What we were looking for was a solid presence that would sit naturally in various environments, just like an object or a piece of furniture. In profile, it forms a clear capital “I” shape, its slim body broadening to form a surface like a little shelf at the top.


Is it just me? I really just want the ultra-flat screen, so I don’t have to take up floor space or shelving space for the TV. To me that is so 10 years ago. See the short video about the Serif and let me know if I am totally wrong?

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  • Reply
    September 20, 2015 at 14:53

    Jeg synes det er SÅ flot. Elsker letheden i benene og skønt at der endelig er et tv der kan stå på gulvet i stedet for at skulle hænge på væggen (ufleksibelt).
    Så jeg er fan ??

    • Reply
      September 21, 2015 at 17:43

      Jeg synes også det er flot. Jeg ved bare ikke helt med et tv på ben. Lidt gammeldags i mine øjne.

  • Reply
    Robert McQuillin
    September 21, 2015 at 00:09

    Personally, I do love a BIG television but not as a piece of furniture. It is a lifestyle accessory and as such should be in the background as much as possible when not in use. Innovators will help to make the device “disappear” rather than become more “present” in our living spaces when not in use. My thoughts.

    • Reply
      September 21, 2015 at 17:43

      The bigger the better, as they say. 😉 Totally agree though. I like my tv on the wall.

  • Reply
    September 21, 2015 at 18:24


    Du har em pointe men…

    1: moderne TV – flade eller ej – er stadig ikke pæne
    2: at se TV er ikke in – derfor skal vi skjule det i vores indretning ligesom vi pakker ting pænt ind i mere neutrale ord. Fx hedder det ikke “at dø” men at “gå bort”


    • Reply
      September 21, 2015 at 20:46


      Du har god humor.

      1. Jeg synes faktisk moderne TV – også de flade – er pæne. Har du set Sonys nye ultra tynde 4K? Det er da pænt.
      2. Nej. Men vi skal jo have et alligevel, uanset set om man “ser” TV eller ej.

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