CES 2019 has officially begun, and Samsung’s booth is abuzz with people eager to get a closer look at the company’s latest groundbreaking innovations.

Located in the heart of the Las Vegas Convention Center, ‘Samsung City’ is a must-see site for attendees of the tech industry’s biggest event. With ‘districts’ showcasing the company’s newest TVs, monitors, appliances and more, this innovative hub allows visitors to experience, firsthand, Samsung technologies that are taking AI, IoT and connectivity to the next level – and changing the way people live, work and connect.

If you won’t be able to make it to CES to see the company’s innovations in person, don’t fret. Here’s a handy roundup of five key themes that sum up this year’s showcase.

#1 Appliances Get Better with Bixby

Many of the innovations on display in the booth demonstrate dynamic ways that the latest version of Samsung’s intelligent platform, Bixby, will change how people manage daily life.

Housework is a breeze with Bixby-enabled appliances, which allow users to easily automate common household tasks and take the guesswork out of others. For example, when users place their clothes into Samsung’s new Air Dresser, Bixby helps the device select the optimal setting to treat them. It can also help users find the perfect cycle to finish their laundry with the new WF6300R Front Load Washer. Once the laundry load is done, Bixby will automatically set the dryer to the appropriate setting.

In the kitchen, Family Hub’s Bixby integration allows users to streamline everything from meal prep to entertainment. Whether you want to preheat the oven or find a delicious new recipe, with Bixby’s voice support, all you have to do to is say the word.

And thanks to its deep integration with Samsung’s 2019 QLED TVs, you can also command Bixby to tell you more about a particular show or film you’re watching, manage playback controls, and help you find more content you’ll love.

#2 Samsung’s Steering the Future of Display Technology

Speaking of TVs, Samsung kicked off CES 2019 with the reveals of a number of innovative displays that demonstrate how the company is leading the future of this technology – setting new standards for immersion, and making the screen ‘the center of the AI era‘.

Perhaps the most eye-catching addition is the new, 219-inch, 6K version of Samsung’s modular Micro LED display, The Wall. The follow-up to last year’s debut model seamlessly blends into any space – whether it be as a 219-inch 6K screen, a 16:9, 146-inch 4K display, or a 21:9 aspect ratio wide screen. It also features a fresh new user interface, as well as Samsung’s Quantum Processor 8K chip – the industry’s first AI-powered picture-processing engine.

With the push of a button, visitors to the interactive exhibit can see for themselves how the revolutionary processor, which is featured throughout Samsung’s 2019 QLED 8K lineup, upscales any content – regardless of the native resolution – to near-pristine 8K quality.

The combination of pristine QLED picture quality and likewise beautiful aesthetics allow Samsung’s newest lifestyle TVs, The Frame and Serif TV, to offer a TV experience unlike any other. Both feature award-winning designs that elevate the décor of any living space, as well as enhanced smart features that offer users greater control over their content.

#3 Taking Gaming to the Next Level

Visitors to Samsung City will find plenty of fun and excitement, especially when they see what Samsung has in store for gamers.

When gaming, a monitor’s performance can mean the difference between experiencing the thrill of victory and the agony of defeat. Samsung optimized its new, 49-inch CRG9 gaming monitor with gamers’ needs in mind, combining standout specs – including HDR10 support, a peak brightness of 1,000 nits, a 120 Hz refresh rate, and a 5120 x 1440 resolution – to offer users an edge over the competition.

The result of the company’s efforts is the world’s first Dual QHD super ultra-wide gaming monitor, and an official Honoree in the CES 2019 Innovation Awards’ Gaming and Computer Peripherals product categories, respectively. Visitors to the booth can see for themselves how the monitor’s premium performance, immersive design and comfort-enhancing features elevate the entire gaming experience.

Also featured in the showcase is the latest addition to Samsung’s powerhouse lineup of gaming laptops: the new Notebook Odyssey. This year’s model is packed with enhancements that foster next-level gaming experiences, including a flawlessly smooth 144 Hz G-Sync display, an innovative Jet Blade cooling system that ensures smooth performance during heavy gameplay, and other performance-minded enhancements.

#4 Shifting the Connected Car from Concept to Reality

Samsung’s CES 2019 lineup demonstrates exciting ways that the company is steering the future of connected technologies. And perhaps no single exhibit encapsulates Samsung’s role as a driver of innovation quite so effectively as the demo for the latest version of its Digital Cockpit platform.

This year, Samsung is inviting CES 2019 attendees to experience for themselves how the company’s latest advancements in 5G, AI and IoT technologies have allowed it to create a connected car experience that not only adds new layers of comfort to users’ daily routines, but is also seamless, intelligent, and above all, safe.

Hands-on demos illustrate how the platform’s Bixby and SmartThings support offers users seamlessly control over their home’s IoT devices when they’re in the car, in addition to enabling them to easily manage key vehicle functions from home. The platform also takes personalization to the next level – tailoring seat, temperature and entertainment settings to each passenger – and is compatible with a front-facing camera and driver-monitoring system that helps drivers focus on the road and drive safely.

The exhibit also includes an eye-catching diorama that allows guests to see exactly how Samsung’s connected driving and C-V2X (Cellular-Vehicle to Everything) technologies will transform cities just like theirs, helping people commute more safely and efficiently.

#5 Robotic Companions Are on Their Way

The robotic companions that Samsung is showcasing at this year’s event were created to enrich users’ lives, and help make a positive impact in the world by offering solutions for societal challenges affecting the ageing population, and even the environment.

Samsung City hosts a total of four different types of robots, which are being developed for use in fields ranging from elder care to retail. Enlightening demonstrations introduce the first exciting products of the company’s ‘Samsung Bot’ robotics platform, as well as the mobility-focused Samsung GEMS.

(From Left) Samsung Bot Retail, Samsung Bot Care, Samsung Bot Air. The three Samsung Bots were debuted at CES 2019.

Samsung Bot Care is the healthcare-specialized robot, which can measure user’s blood pressure, heart rate, respiration and sleeping state, and is even capable of reminding them when it’s time to take their medicine. The Samsung Bot lineup also includes Samsung Bot Retail, which streamlines ordering and payments and offers a personalized retail experience and Samsung Bot Air, which uses sensors to detect the precise source of pollution and purify the air.

Short for “Gait Enhancing and Motivating System,” Samsung GEMS assists users with walking, and can also help them strengthen their muscles and improve their mobility and balance.

And thus concludes our roundup of Samsung’s key themes for CES 2019. If you happen to be attending this year’s event, be sure to stop by the company’s booth to experience these and other dynamic innovations for yourself. And don’t forget to stay tuned to Samsung Newsroom for more updates on the company’s latest technologies.

Samsung Electronics announced today its new 2019 lifestyle TVs, The Frame and The Serif TV, will be on display at CES 2019, the world’s largest consumer electronics show in Las Vegas. The 2019 Frame and Serif TV combines award-winning and innovative design that fits any home décor with superb QLED picture quality and Smart features to provide consumers with the best possible TV functionality.

The Frame and Serif TV, Samsung’s flagship lifestyle TV lines, go beyond the traditional concept of a TV to pieces of home décor that elevate the design of any living space. At CES 2019, this year’s Frame and SERIF TV will be on display in the large lifestyle TV exhibition zone of Samsung’s booth to showcase their innovative design, performance, and how they seamlessly blend into daily life.

“The traditional TV was only focused on technical features, such as picture quality and performance, but now TVs are also a lifestyle platform that blends in consumers’ daily life,” said Jongsuk Choo, Executive Vice President of Visual Display Business at Samsung Electronics. “This year’s models of The Frame and SERIF TV are enhanced lifestyle TVs that deliver a TV experience like nothing before.”

The 2019 Frame by Samsung

When it is not being used to enjoy TV or movie content, The Frame’s Art Mode displays digital pieces of artwork, including paintings and pictures, to turn an everyday living space into an art gallery. In addition, The Frame’s Luminance Sensor adjusts colors on-screen to fit the ambient brightness of the room, delivering the optimal settings to display artwork on screen.

This year’s model of The Frame also features the pristine picture quality of QLED, which offers deeper contrasts, deeper and darker blacks and 100% color volume. With these enhancements, users can both enjoy content in the most premium quality and appreciate artwork when the TV is turned off.

In addition, The Frame’s Art Store ¹ is building on its partnerships with the world’s most prestigious galleries and museums by providing access to over 1,000 pieces of art. In the Art Store, masterpieces from the Uffizi Galleries in Italy, the Van Gogh Museum in The Netherlands, Te Papa in New Zealand have recently been added. Samsung will continue to expand its partnership with museums in the future to strengthen the art distribution ecosystem.

The Frame also features Bixby, Samsung’s AI-powered voice control platform, transforming it into a truly Smart TV. Users can control the TV and access streaming platforms through simple voice commands giving users an enhanced content experience.

SERIF TV

The Serif TV was developed as an aesthetic-focused TV in collaboration with Paris-based design brothers Ronan & Erwan Bouroullec, two of the world’s most famous industrial designers that specialize in furniture. The Serif TV was granted the prestigious 2016 iF Design Award, the 2016 Wallpaper* Design Award in the UK and the 2016 Good Design Award in Japan – making it the first Samsung TV to win these prestigious accolades.

The 2019 Serif TV also comes with cutting-edge QLED technology to deliver improved picture quality. Ambient Mode, an award-winning feature in Samsung’s QLED lineup, provides information, such as news headlines and weather updates, the ability to display imagery, and blend into any living space when the TV is turned off, was also added to enhance The Serif’s functionality.

In the past, The Serif TV was sold almost exclusively in furniture shops and department stores given its focus on interior décor, but it will be available for purchase in consumer electronics retailers in 2019, as well, to reach a wider base of consumers.

¹ Samsung Art Store: $4.99 per month. New subscribers get 1 month free. Art can also be purchased a la carte.

Nam June Paik & Samsung Honor the XXIV Olympiad in Seoul

To celebrate the first ever hosting of the Olympic games in his birth country of Korea, Paik sought to create something especially memorable. And with the support of 1003 TVs from Samsung, Paik gracefully merged TV and art to create the famous ‘The More the Better’ exhibit – still on display today at the National Museum of Contemporary Art in Korea.

In 2016, Samsung organized a posthumous tribute of Paik’s work entitled “The Nam June Paik Show”, to honor the 10-year anniversary of his passing. Korean media artists paid homage to Paik’s ‘TV View Jak’ piece through a reinterpretation of the original by utilizing Samsung Serif TVs.

“The Nam June Paik Show” and the ‘TV View Jak’ pieces reinterpreted with Serif TVs in 2016(top right)

Samsung’s Bordeaux TVs Unleashed a New Aesthetic Experience

Inspired by the elegant lines of a crystal wine glass, Samsung introduced its Bordeaux series of LCD TVs in 2006. TVs were no longer just TVs – they became furnishings of art for interior décor. Samsung became the world’s top TV manufacturer, powered by the success of the Bordeaux TV series.

Building upon the style-conscious design of the Bordeaux Series, in 2008, Samsung developed a new material which enabled a ‘Touch of Color’ to be added to the bezels of its TVs. Samsung TVs again fused technology and art to provide consumers with new ways to experience their TVs.

Salone del Mobile – A Union of Technology and Art

Salone del Mobile is the world’s largest trade fair of its kind – showcasing the latest concepts in furniture design from around the world.

Samsung has participated in the Salone del Mobile each year since 2011, an event where the company showcases a harmony between technology and interior design. To mark their inaugural participation in the fair in 2011, Samsung joined forces with a Korean media art team to create a special piece titled ‘A Bench in a Human Arm’, which used 88 Samsung TVs and 36 tablet PCs to represent how technology can assist human communication. Samsung’s continuous collaboration with artists is transforming living spaces through a fusion of art and modern TV technology.

Samsung’s showcases at Salone del Mobile in 2011, 2014 and 2016 (top to bottom, left to right)

The Style of Technology – Serif TV

In 2016, renowned furniture designers Ronan and Erwan Bouroullec explored the integration of aesthetics and technology to create Serif TV. With different shapes, sizes and colors available, the TV was meticulously designed to complement the home interior.

Appropriately, Samsung unveiled Serif TV at one of the world’s most renowned art museums in the US, the Museum of Modern Art. The TV is the first TV ever sold in the museum’s store, normally reserved for pieces of fine art, and went on to become a best seller.

Showcasing The Frame at La Biennale di Venezia

In March 2017, Samsung released a television that uniquely doubles as a piece of art on the wall, known as The Frame. The company marked the launch of The Frame by displaying several units in France’s renowned Musée du Louvre in Paris and in May of 2017, Samsung, partnering with modern artist Lee Wan, exhibits The Frame at the 57th La Biennale di Venezia, the world’s largest art exhibition to offer artists and consumers with the theme of ‘A Combination of Art and Technology’.

The connection between Samsung’s TV technology and art goes back nearly 40 years, continuing to blur the line between TV and art. Working beside leading artists and designers, Samsung will continue exploring innovative technological designs to further solidify the bond between technology and art.

Lee Wan explains the inspiration behind his ‘Made In’ artwork, produced in partnership with Samsung, to attendees of La Biennale di Venezia’s 57th International Art Exhibition

Healthy eatery ‘Bad Farmers’

Contemporary art gallery ‘Fifty Fifty’

Concept store ‘My Boon’

The ‘Boundary’ café and lounge

Bakery ‘OUR bakery’

Perfumery ‘GN Perfume Studio’

Jewelry shop ‘MIK’

Denim workshop ‘bespokedenim’

The ‘Project 108’ café and gallery

Fabric shop ‘kitty bunny pony’

The ‘Rusty Iron in Dumbo’ cafe

Café and event space ‘Orer’

The ‘teal table’ showroom

Home furnishings store ‘J’aime blanc’

Furniture store ‘House of Finn Juhl’

Original images of the exhibit’s various arrangements may be found at Samsung Newsroom’s official Flickr page, here.

Samsung Electronics, the leader in home entertainment for over 10 years, today announced that the Samsung SERIF TV has been selected by Oprah Winfrey and the editors of O, The Oprah Magazine as one of Oprah Winfrey’s Favorite Things for the 2016 holiday season.  A collaboration between Samsung and Parisian design duo Ronan and Erwan Bouroullec, the Samsung SERIF TV aesthetically and technologically pushes the boundaries of what’s expected from a television.

Oprah recognized the Samsung SERIF TV this year for its unique design that blends harmoniously in the home, either on top of a credenza or via attachable legs that transform the TV into a piece of furniture. With 4K UHD resolution, the Samsung SERIF TV offers the best picture quality available in a 40” TV*, making it just as beautiful to watch as it is to experience. Additionally, the SERIF TV features the exclusive Curtain Mode interface that veils content on the screen to give an abstract impression of what is happening in the background, shutting down content without turning off the TV itself. Even when Curtain Mode is active, viewers can still access services such as a clock, Bluetooth speakers, apps and their photo gallery.

“From top to bottom, Samsung partnered with the Bouroullec Brothers to reimagine not just how the TV looks but also how it functions to meet the needs of consumers who care just as deeply about design as they do about picture quality,” said Dave Das, Senior Vice President, Home Entertainment, Samsung Electronics America. “We are so honored to be recognized by Oprah and her team this holiday season for this unique approach to television design.”

Every holiday shopping season, Oprah and the editors of O, The Oprah Magazine compile a list of standout products released throughout the year. One of the most respected annual gift guides in the world, Oprah’s Favorite Things list gives consumers access to Oprah’s trusted opinion on the year’s best products as they shop for their loved ones.

“Whatever you’re binge-watching looks better on this truly elegant smart TV, which your guests just might mistake for modern art,” said Winfrey. “Whether on a counter or on its stand, this TV isn’t just a pretty face: It has apps, a full web browser, Wi-Fi, Bluetooth, and so much more.”

The Oprah’s Favorite Things list, including the Samsung SERIF TV, can be viewed online at Oprah.com and in the December issue of O, The Oprah Magazine, on newsstands November 8.

For more information, please visit Samsung.com/SERIFTV.

*Among Samsung 40″ TVs

Source: US Newsroom

In fact, the television has consistently made appearances at some of the biggest fashion and design weeks in Europe, where it has been recognized as a meaningful object for the interior, rather than just a TV.

Take a look at some of the Serif TV highlights from the events below.

UK: London Fashion Week S/S 2017

Samsung’s Serif TV was named as the official TV for London Fashion Week Spring/Summer 2017. The television was positioned as an interior accessory in the Press & Buyers’ Lounge and was used to livestream the event’s top fashion shows.

Jenico Preston, Commercial Director of the British Fashion Council, noted that, “The Samsung Serif TV represents the best of design, trend and technology and has what it takes to do justice to the color and creativity of the world’s most inspiring designers.”

An exhibit at London Fashion Week showcased how the Serif TV acts as a piece of furniture rather than a technology product, and blends seamlessly into any living environment.

Belgium: Brussels Design September

Serif TV was also the focus of a series of exhibitions, events and lectures at Brussels Design September, the festival and meeting place for Belgian and international designers and design enthusiasts.

It was featured at the entrance of the Brussels Design Market, the biggest vintage design market in Europe, and was displayed at Vitrapoint, a Belgian furniture showroom. The Commerce Design Awards, a ceremony that recognizes well-designed, Brussels-based retail spaces, was also presented on the Serif TV at Château d’Eau.

Denmark: CHART Art Fair and HAY House

CHART Art Fair, the leading Nordic contemporary art fair and the first in Denmark to focus exclusively on contemporary art, was held in Copenhagen from August 26 to 28.

Here, Danish contemporary furniture and accessory brand HAY, in collaboration with Samsung Electronics, held a special Mini Market that featured a series of exclusive products designed and interpreted by selected CHART artists. Among them, Serif TV was a focal point. The TV was integrated into the Mini Market as an art installation, and featured artwork by Douglas Coupland.

The Serif TV was also introduced to the public at HAY House design store in Copenhagen.

France: Paris Design Week and Maison&Objet

From September 3 to 10, Serif TV was featured at Paris Design Week, a city-wide expo that brings together 3,200 brands to promote first-rate design. The booth was designed in collaboration with the Bouroullec brothers, and highlighted the features of Serif TV, including its unique user interface and bold, colorful frame that allows for greater interaction with other objects.

Serif TV was also a show-stealing product at Maison&Objet, the major French trade fair for professionals dedicated to lifestyle, decoration and design. Over 30 Serif TVs were exhibited throughout Maison&Objet’s exhibition hall, from the promotion area to the café and designer’s studio, demonstrating how it fits a wide variety of lifestyles.

Samsung’s continued collaborations with leading design brands, events and artists reflect the company’s commitment to pioneering design while offering customers the very best in innovative technology.

Samsung Electronics has been recognized by the Industrial Designers Society of America (IDSA) in its prestigious International Design Excellence Awards (IDEA) competition. Samsung has won a total of five accolades including one Gold, two Silver and two Bronze awards. Twenty-one other Samsung products encompassing various categories ranging from home appliances to printers were also selected as finalists.

The IDEA competition is one of the most influential in North America and puts design innovation at its core. Each year, Samsung Electronics is recognized for its forward-thinking, innovative design products and initiatives through IDEA.

This year, Samsung received a Gold award for its Serif TV, a device best known for its ability to blend into one’s living space thanks to its simple design, and understated colors and materials. Easy to display on a shelf or a table, Serif adjusts itself to a user’s lifestyle. And, with detachable legs, it can just as easily be placed on the floor in the center of a room.

The Galaxy S6 edge smartphone and the Gear 360 camera were also recognized, both receiving Silver awards. The world’s first dual-edge screen smartphone pushes the envelope in design as well as technological innovation, while the compact and easy-to-use Gear 360 captures 360-degree images of one’s surroundings for a truly immersive photographic experience.

The Gear S2 and portable SSD T3 external drive were presented with Bronze awards. The mixture of analog and digital on the Gear S2 has much to owe to its UX design, which makes it feel more like a wristwatch than a smart device. The SSD T3 external drive, meanwhile, boasts a stylish two-tone color combination and slim-line design about the size of a business card.

Besides the award-winning products, 21 additional products were selected as finalists, illustrating Samsung’s commitment to innovation and design.

These products include: the Family Hub Refrigerator with a full HD touchscreen that covers much of the right exterior door; the 360 CST Air Conditioner that delivers cool air evenly to all parts of the home; the 2016 Smart TV, which has an out-of-box experience (OOBE) UX that greets users in their own language; and the MX3 A3 printer that enables quick and easy control with its 7-inch LCD touch screen.

In Play Pocket, a well-known DIY studio in Seoul, the artisan Jiyoung Lee spends her days carefully working on a variety of crafts by hand. And when she isn’t designing one-of-a-kind creations, she can often be found helping children learn how to make crafts of their own, showing them how to develop their own creativity. Filled with unique handcrafts and cute little creations made by her students’ tiny hands, Play Pocket is more than just a studio – it’s a special place where Jiyoung and others can grow emotionally through art.

A Studio That Teaches More Than Art

The educational aspect of Play Pocket is a key part of what makes it special. Classes there nurture children’s creativity and encourage them to express their emotions through making things with their hands. Unlike formal classes at school where students are expected to find “the answers” to particular questions, no one at Play Pocket judges or suggests there are right or wrong answers. The children understand that while they are here, they are free to experiment and explore whatever they find intriguing.

“I want the children to be able to choose what they want instead of what they think they should.”

By giving the freedom to engage in self-directed projects, the children naturally develop a strong sense of independence. In addition, they come to identify and understand what they truly like and who they are. It’s the opposite of most classrooms, where a teacher leads the students and tells them what to do and how to do it. “At Play Pocket, our classes generally begin with listening to what children want to do, and helping them achieve it,” said Jiyoung. “Because the children get to do what they enjoy, they naturally develop their skills and interests, and then they share those interests with their friends.”

“As they grow up, I hope children get a chance to find their passions, something that they really enjoy doing and that energizes them.”

One of the greatest benefits of crafts is that they can give children a sense of fulfilment and happiness. As Jiyoung explained, “Children can experience genuine joy from turning their worries and emotions into tangible artworks. People in general experience the greatest sense of happiness when they set goals and achieve them. During Play Pocket classes, we make sure all the students are able to set their own goals, and then we help them work toward those goals using art. It’s the kind of satisfaction young people rarely experience in a normal classroom setting.”

“I want to help children find a sense of passion, give them the motivation that will help them navigate their futures.”

Although Jiyoung’s life now is quite involved with teaching children, it is not a path she had planned on taking. She had worked at a design company for more than a decade, but after she resigned, she opened a studio where she could share time and ideas with her son. That studio evolved into a business. At first, Jiyoung focused on turning the small works she made with her son into books, paintings, and decorative objects. However, many people started to express interest in her work, and soon she found she was accumulating a following of students.

Today, Play Pocket is well known among educators, and Jiyoung regularly received many requests to give lessons from local art institutes, kindergartens and other groups. In fact, she has also developed a big following among adults who want to use the arts to find some peace of mind. “I like the thought of helping the people who visit Play Pocket to find some comfort and calm,” Jiyoung said.

The ultimate goal of Jiyoung’s craft lessons is to help children find something they truly love doing. “When you feel happy about the work you do, it naturally becomes your passion,” Jiyoung said. “I hope the children who come to Play Pocket can, not only find their passions, but then use that energy throughout their lives. Life is all about the choices you make, which is why it is important for children to know how to make choices and complete what they start. I believe that the children who attend Play Pocket will be better able to make proactive and honest choices as they grow up.”

Looking at Nature through the Window of TV

It is getting harder for children living in cities to enjoy nature. Young people in cities grow up seeing more concrete jungles than forests, and are more familiar with streets and roads than hills and streams. “Human beings have an inextricable connection with nature,” Jiyoung said. “They have an intrinsic need to be a part of nature for their happiness and contentment.”

But since Jiyoung cannot move her studio and students into the countryside, she instead tries to bring a bit of nature into her studio, using television. She tries to have a variety of natural landscapes playing on the TV in her studio throughout the day, to help create an organic ambience through the screen.

Jiyoung recently set up a Serif TV at Play Pocket for showing nature to her students. “I hope my students might find it inspiring to see these scenes from nature, even if it’s only through the TV,” said Jiyoung.

She says she chose Serif TV because it had a different, less mechanical feeling from most other TVs. “When I first saw the Serif TV, I thought that it looked like a window frame,” said Jiyoung. “I chose Serif TV because it goes well with the space and it seemed like the children could easily connect with it.”

“I am very happy these days because I can concentrate on the things that I like to do,” she said. “Every day I get to experience so many things that I never could in a regular office job, and that gives me a real sense of satisfaction.”

Jiyoung says that she wants to take what she’s learned so far from making handicrafts and teaching, and share those lessons with more people. “If I get the chance, I would like to establish an ‘emotional content laboratory,’ where I could use my experiences to help others,” she said. “I want to help more children be happy and live healthy and passionate lives through emotional learning.”

Once the public has a widely held opinion, it doesn’t change easily. This is especially true for celebrities. Once pigeonholed, a famous person can find it very tough to change preconceived notions or be evaluated by an open mind, even if the perception doesn’t really reflect what that person really likes to do or what they are actually like.

Seonghyeon Baek is a rapper better known as “Bbaek Ga” in Korea, famous for being part of the K-pop trio Koyote. Tattooed on his right arm is the text “1 2 3 Cheese,” along with the image of a person taking a picture. That’s because Seonghyeon is also a professional photographer, who has been taking pictures for the past 10 years under the name “by100.” He was the first Asian photographer to be chosen by Leica, the German camera company, who acknowledged his years of excellent work.

Even so, Seonghyeon says that he is still very cautious about presenting himself as a photographer in public, not wanting his photography to be overshadowed by the glamour of his life as a pop idol. But what does “Photographer by100” mean to Seonghyeon, and how is it different from his other life as a rapper?

Boyhood Friend: His Camera

Seonghyeon’s family was not well-off when he was little. When his friends went to ride their bikes or played with BB-guns, he just stayed behind and played by himself because his family couldn’t afford those toys for him.

But there was one thing that made Seonghyeon the center of attention – the camera. At home, he came across a camera, and it wasn’t long before it became his unofficial job to take class pictures on field trips or excursions. Everyone, including teachers and friends, loved the pictures that he took, and his photographs often were hung up on the board at the back of the classroom.

Seonghyeon Baek when he was in high school, around the time he started to study photography.

Seonghyeon planned on going to college to major in photography, but delayed his studies to save up money for tuition. Around that time, he auditioned for a dance group, thanks to the encouragement of his friend Jihoon Jeong (better known as Rain, one of the most successful performers in K-pop), and made the cut. Before he knew it, Seonghyeon was in the middle of a demanding career as a pop idol, but photography always held a special place in his heart. In fact, one of the first things he bought with his singing money was a new camera.

Identity Revealed

His chance to return to photography came by happenstance. In 2006, he posted some photos to his personal blog, which then went viral. Soon, a new name was born: “by100.” The fashion magazine Vogue reached out to him, wanting to publish his pictures. The editor-in-chief at that time even offered him a position as a photographer there, not knowing that by100 was also Bbaek Ga of the dance group Koyote.

Just like that, Seonghyeon’s life as the photographer by100 began. He built his career doing photography for many fashion magazines in Korea, including Elle, Cosmopolitan, and Arena.’

For years, he was careful to keep by100 and Bbaek Ga quietly separate, wanting his work to be viewed without preconceived ideas. “There’s nothing you can do about people having preconceived notions about me because a lot of people know me,” he said. “But as far as photography goes, I want to be fully acknowledged for it as myself, not as a singer”.

Bresson and a 35mm Camera

Seonghyeon’s favorite photographer is the French photographer Henri Cartier-Bresson. Capturing the right composition of space at the right moment, Cartier-Bresson’s work has had a tremendous influence on contemporary photo journalism. In his first year at university in 1997, Seonghyeon became enamored of Cartier-Bresson’s works after seeing them in a small gallery in Insa-dong, Seoul. “The dynamic structure in his photos and the ability to capture just the right moment were really amazing. He patiently observes his subjects, and then presses the shutter to capture the critical moment. He reminds me of a hunter,” Seonghyeon said.

Recently, Seonghyeon has been focusing on nature photography. He fills his bag with fresh film rolls, and wanders around until he finds scenes he wants to capture. His photos make you feel as though you have entered a new world. Sometimes dreamlike, and other times sharp and piercing, his works reveal his unique perspective.

Recently, Seonghyeon has been quite interested in photographing nature. These are some works by by100 that reveal his unique characteristics and emotions.

When asked what kind of work he would like to produce in the future, he says he wants to produce photos that can “move people’s emotions.” “I would like to find ways to communicate with the public without being restricted to formulae and technique,” he explains.

“I am Lucky to be Loved for Doing what I Love”

Seonghyeon likes to take his time when selecting a product that he is going to use. Once he makes his decision, he does not change easily. This is the reason why he insists on using a 35mm film camera in this era of digital cameras – he is used to the way the camera fits in his hands. He loves how they feel just like his first camera. The fact that one roll of film barely holds 30 picture does not bother him at all. For Seonghyeon, it actually feels more natural.

 “I am moving soon. In the new place, the Serif TV will sit between my favorite chair and speaker.”

Similarly, Seonghyeon chose Serif TV because he thought it was the kind of product that he could use for a long time. “I thought [Serif TV] was unlike anything I had ever seen. Normally you replace a product after few years, but Serif TV’s design has been perfected to such a high level that you will want to keep it until it breaks,” said Seonghyeon.

As he is moving into a new place soon, he has already figured out where he will place his new Serif TV. “I don’t watch TV that often, but I do keep up with some programs I like. Once I move, I would like to place the TV between my favorite chair and the speaker to watch those programs I enjoy.”

 “So far I have been lucky enough to be loved for doing something I love. I do not know with certainty what I will be doing in the future, but I hope I will continue receiving support from many people.”

Seonghyeon’s interests extend beyond being a singer and photographer. He is also the owner of a cactus shop – the popular Cycle de l’Eau – and an essay writer. His interest in cactuses developed when he was fighting a brain tumor in 2009. “While all the other flowers in my hospital ward withered, only the cactus survived. I was very touched by its strength,” he explained.

Entering Cycle de l’Eau, what grabs your attention is the cactus vases. Empty cans, plaster casts, drawers – all sorts of unusual objects have been transformed into vases. The shop actually started with Seonghyeon casually planting cactuses in empty cans to give to his friends as gifts. Even now, he sometimes plants a cactus for customers who bring their own recycled vases.

Seonghyeon’s journey has not finished yet. Although he worked hard throughout his life, he is always grateful for the love he received while doing what he loves. “As I look back on my life, I was privileged enough to be able to do a variety of things that I love. Fortunately, I also received good responses for what I did. I do not know with certainty what I will be doing in the future, but I hope I will continue to receive support from many people,” he said. Like the old 35mm film camera that has been so important to him, may his future music, photos, and other activities also receive long-lasting love from the public.

* The content of this post are based on a sponsorship from Samsung Electronics.

But there’s one design studio that is famous for having books piled high, unfinished sketches everywhere, and magazines scattered all about. On the second floor, there is a popular café and store. The site is called Atelier & Project, and it is the headquarters for the art directors (and siblings) Jieun Kim and Chanseok Kim, who manage a space packed with design and cultural elements. And in the middle of the inventive, colorful chaos, you’ll find a Serif TV.

Designers Introduce Their Studio

Atelier & Project opened in Seoul in 2006. This “open studio café,” where several designers in different fields work, caused a sensation from the start. Many café/studios have followed since then, but Atelier & Project was the first, and after 10 years, it has become a cultural landmark for many.

It was not easy for Jieun and Chanseok to open Atelier & Project, a cultural complex that combines a café, flower shop, and general design/decoration store. Running a business meant less time for their design work, plus plenty of distractions from overly curious visitors. Nevertheless, they pressed ahead, inspired by the thought of inspiring people and creating a community for those interested in design.

“We wanted to create a space where people could feel warmth and energy,” said Chanseok.

Because of their shop, the two designers sometimes offer design consulting for rookie designers who are just out of school. “I was lucky to receive a lot of help from many mentors while I was in school. That’s how I learned what I needed to do for what I am doing now”, said Jieun. “As a designer, I wanted to help others in the same way, and that’s why I decided to open Atelier & Project.”

Chanseok (left) is responsible for operations at Atelier & Project while Jieun is in charge of planning.

Of course, running the studio isn’t just about giving to others. Being able to encounter a wide variety of ideas and designs, as well as people to share their ideas and talk with, helps both Kim siblings, too. Both Jieun and Chanseok say making connections with others is their biggest reward.

Creating a Space for Sincerity

Many people may not be familiar with what art directors do. There are different types of art directors, but in the broadest sense the job could be defined as “a person who creates stories, and organizes a space based on the story.” Jieun and Chanseok fill spaces in a way that can best serve their particular purposes, and sometime they consult clients further on how they might place certain graphics or display commercial products in the space. Their work is much more than just improving how a space looks, but is at its core about producing images associated with a particular brand.

They have a diverse range of clientele, including a luxury foreign garment brand, an eyewear shop, and a restaurant. Their most recent project was with Holics, a popular eyewear shop located not far from their studio. “They successfully emphasized the unique atmosphere of Holics with a nice blend of vintage furniture and a variety of décor,” said one visitor.

“I believe sincerity is the most important thing. No matter how good the conditions are, there can never be a good result if your heart is not in it.”

When asked about their secret to realizing their full abilities as art directors, they both responded with “sincerity.” They both said they have long believed that good outcomes can only happen when a person’s work is based on love for the space or the product. Sometimes they have even declined projects when the client did not show enough sincerity.

“If a space is owned by someone who does not have real affection toward it, there is a good chance that the project will fail no matter how good our advice might be. On the other hand, if you work with someone who truly cherishes the place, our work becomes much more interesting and the whole process goes a lot smoother as well,” explains Chanseok.

This is also the reason why they always invest enough time to understand the product or the space that they are going to work with. They believe that people can create outcomes that satisfy everyone only when they really love what they are working on. This idea resonates deeply with their core philosophy as art directors for their studio space.

Feeling ‘Warmth’ from a TV

Atelier & Project is a design studio and a café, but it is also used as a showroom that allows clients to feel that atmosphere of the space. For this reason, the Kims have paid attention to the smallest details of the space. The central concept of the space is “feelings,” designed to be a source of joy, inspiration, and sometimes even warmth.

“What we liked about it most was the sentiment, of course. There are no sharp edges anywhere on it. It is a TV that has a warm feeling to it, lifting the spirits of people around it.”

Jieun and Chanseok decided to place a Serif TV in Atelier & Project after they realized it could actually exist in harmony with their philosophy about space. “When I first saw Serif TV at the Seoul Design Fair in the spring, I thought the person who designed it must be a warm person to have created such a product,” says Jieun. “Serif TV has a sophisticated look, yet it has a warm feeling to it.”

One thing that particularly impressed them about Serif TV was its unique design, solid like a piece of furniture. They felt that, because Serif TV lacks harsh edges, it had a soft look that perfectly matched with the image of Atelier & Project, where a premium is placed on warmth. Both Kims use Serif TV for quiet relaxation and as a presentation display during client meetings.

Jieun and Chanseok say they want Atelier & Project to be the kind of space that makes a positive influence on people by spreading positive energy and emotions through design. With Serif TV, we hope to help them achieve their goals.

* The content of this post are based on a sponsorship from Samsung Electronics.

Over the summer, we will meet a range of people who share a love for one product in particular: Serif TV. Serif TV is Samsung Electronics’ radically redesigned television that puts an amazing screen into a beautiful physical package, shaped like a capital “I”. For the first story in our People Who Love Serif TV series, we meet two architects who are also a married couple, Jeunghye Park and Kyuho Choi.

Architects Jeunghye Park and Kyuho Choi

A house located high on a quiet mountain, like a monastic village: Skete

After spending a while walking up a mountain road, just outside the Korean countryside village of Yangpeong, we discovered a rather uncanny looking house. In a region known for its fresh, clean air, this building beautifully and effortlessly blends into its natural surroundings. Named “Skete,” it is a house that the England-based architects Jeunghye Park and Kyuho Choi recently built for Choi’s parents.

A “Skete” Refers to a Monastic Community where Monks from the Greek Orthodox Church Reside

The house reflects a wish from Kyuho’s father, who wanted it to be a space of quiet meditation and communication. With a clear, open view, and fresh mountainous air, this beautiful house, in peaceful harmony with its natural surroundings, creates a feeling of serenity just by looking at it. From its location to the selection of materials used, every corner of the house shows the efforts that this young couple poured into making it a comfortable space for Kyuho’s parents.

The precondition for making a good house is ‘harmony’

Skete is largely divided into three spaces.

The living room is the first thing you encounter as you enter the house, a space for friendship and communication, while the half-open study is intended for personal projects like writing and photo editing. The bedroom located upstairs is isolated from the other spaces to provide privacy and relaxation.

As reflected in the composition of the house, where activity and relaxation are adequately balanced, the couple considered “balance” the most important theme when they designed the house. Kyuho says, “Since the shape and location of a house are artificial, the surrounding environment affects them very much. We made a lot of effort to design a house that naturally blends into the natural environment while being beautiful and comfortable.”

All houses age with time.

The couple chose copper cladding for the outer walls of the house so they could see how the house ages over time. To make copper panels whose texture and color look different depending on the angles of light and the seasons of the year, they tried out a number of different plates, changing them before finally deciding on the right type. It was the kind of thoroughness that truly shows the couple’s “architectural approach” to creating a building that fosters balance in the lives of its dwellers and in its relation to the surrounding environment.

The Reason Why They Insist on the Perfect Harmony

The couple firmly believe that finding the right design was vital, especially considering how buildings usually stand for several decades. Kyuho says, “Unless it is a disposable building, things cannot be changed easily once they are done. Since the overall harmony can be broken by even one element being out of the balance, we usually take as much time as we can to consider every aspect thoroughly.”

That same approach applied to the interior of Skete. The couple paid close attention to every detail, carefully constructing the overall atmosphere. They said they gave long, thorough consideration to all elements, including the electric appliances, furniture and gadgets, and where to place each of them.

They collected the interior elements from around Europe, including lighting fixtures that matched the copper panels of the walls, a small built-in dishwasher that was just the right size for the compact kitchen, and faucets that went well with the overall atmosphere inside the house. One item that the couple spent a lot of time looking for was the TV. They had a difficult time finding the right TV, one that blended nicely into the home environment that they had so delicately arranged, and at one point actually gave up on placing a TV in the living room.

Then one day, they came across Serif TV on the internet, and thought, “This is it.” It was a product that naturally blends into the space, just like the way Skete nicely blends into the vast nature that surrounds it. Kyuho remembers, “It was a product that had an airy feeling to it like it was floating in the air. I loved how the design melted into the space so that it could be appreciated as part of the natural flow, rather than giving the impression that it was blocking the space.”

The stairway going down to the ground floor is reminiscent of a small corridor in the bell tower in a monastery

In the small study behind the kitchen, Kyuho’s parents can write or watch TV while enjoying the view of the opposite side of the house.

“Our dream is to construct a building that will be loved for a long time”

Jeunghye and Kyuho manage the architecture firm QJ Architecture in London. Like how the name of their company derives from their names – “Q” from the “Kyu” in Kyuho, and “J” from Jeunghye – they rely on each other and support each other as co-workers and a family.

“Sometimes I wonder if others can see that we are doing what is the best for our lives. When those moments come, I ask my wife for a lot of advice. We are honest with each other and are very comfortable around each other, so her advice helps me very much,” Kyuho says.

The two met in university in 2002, at a class they were both taking. Jeunghye was preparing to go to England to study, and Kyuho, who was attending graduate school in Korea at the time, could not bear the thought of being apart from Jeunghye. So he left graduate school, married Jeunghye, and traveled with her to England. They say their life in England felt different and awkward at first, but now they are established architects there. They specialize in building restoration, applying advanced architectural techniques to old and dilapidated buildings to give them new life.

The couple says they want to build buildings that can be loved for a long time. They hope their projects will not only be suitable for the current generation but also be passed on to more generations to come, continuing to be developed and reinterpreted. We hope to see more of Kyuho and Jeunghye’s spectacular works like Skete, beautifully and harmoniously combining nature and architecture.

* The content of this post are based on a sponsorship from Samsung Electronics.

Samsung Electronics America, the leader in home entertainment for over 10 years, today announced that the Samsung SERIF TV is coming to the U.S. this summer. A true collaboration with acclaimed Parisian design duo Ronan and Erwan Bouroullec, the Samsung SERIF TV redefines the television experience. It will be available starting in August at high-end design-centric retailers including Vitra, Bo Concept NY and Ligne Roset stores in major markets. Today, it is available for presale through Samsung.com and the MoMA Design Store.

The partnership marks the first time that Samsung has aligned with a designer to not only re-envision how the TV looks but also how it functions. From top to bottom, inside and out, the Bouroullec Brothers re-imagined every aspect, from its minimal yet solid exterior form to its refined user interface and even its simplified remote control. The Samsung SERIF TV is just as beautiful to watch as it is to experience, with the best picture quality available in a 40” TV*.

“Stunning picture quality and crisp sound clarity are what consumers expect from Samsung. However, our research also 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,” said Dave Das, Senior Vice President, Home Entertainment, Samsung Electronics America. “The Bouroullec Brothers share and embrace our vision of merging design and technology and we are pleased to introduce the SERIF TV to the U.S. market via a strategic group of retail partners in the design and furnishings world.”

Drawing inspiration from the simple elegance of typography, the Samsung SERIF TV forms a distinct capital “I” shape in profile, its slim body broadening to form a flat surface like a shelf at the top. This form enables it to be displayed seamlessly in the home, either on top of a credenza or via attachable legs that transform the Samsung SERIF TV into a piece of furniture. By design, the Samsung SERIF TV blends harmoniously with its surroundings, whether in a den or in a bedroom, an urban oasis or a suburban retreat.

Together with Samsung, the Bouroullec Brothers approached the design of the SERIF TV user interface not only from a practical perspective by developing a bespoke Smart TV menu that is simple and accessible but also delivered a unique and interactive visual display experience unlike any other. They created an exclusive Curtain Mode interface that veils content on the screen to give an abstract impression of what is happening in the background, shutting down content without turning off the TV itself. Even when Curtain Mode is active, viewers can still access services such as a clock, Bluetooth speakers, apps and their photo gallery.

“From the onset of designing the Samsung SERIF TV, we aimed to craft a modest and accessible object that fused our furniture design expertise with technology,” said Ronan and Erwan Bouroullec. “We are thrilled to collaborate with Samsung and bring the SERIF TV to U.S. consumers.”

The Samsung SERIF TV includes all of the features that consumers desire from a Samsung television: a 4K UHD resolution which provides four times the resolution of full HD TVs and HDR Premium technology to enhance the picture’s color and brightness while creating a more natural, realistic image. As a Smart TV, it also includes a quad-core processor for a fluid browsing experience and seamless switching between live TV, apps and streaming content.

The 40” Samsung SERIF TV (UN40LS001AFXZA/UN40LS001CFXZA) will be available starting in August 2016 for an MSRP of $1,499. It is offered in white across all retail partners and in blue, exclusively through the MOMA Design Store and on Samsung.com. For more, visit Samsung.com.

*Among Samsung 40” TVs.

Source: Samsung Newsroom US

Serif TV, which the brothers developed in collaboration with Samsung, boasts a bold, wide frame and minimalist design that naturally melts into its surroundings without being overly dominant. Like the television, its parts and the packaging that contains it are just as simple and refined, as seen in the unboxing photos below.

Serif TV’s eye-appealing packaging hints at the minimalist design of the product inside.

Even the box is different—clean and elegant with little very little product description. After all, it’s what’s on the inside that matters most.

The clear, black screen and bordering frame of the TV give the impression that the device is a high-end decorative item more so than a home appliance.

The 32-inch “Medium” model of Serif TV is one of three size options that users can choose from to suit their preferences.

The eye-catching attributes of Serif TV extend beyond the television itself. Even the designs of the accessory kit, user manual and stand packaging are consistent with the Bouroullecs’ concept of minimalism.

The functions of Serif TV are easy to understand, even without instructions. However, should users be curious about the hidden features of the television, they can consult the user manual.

The remote control has also been designed to be a tasteful device that is at once familiar and entirely unique.

Another accessory that draws attention is the television’s stand, which works in unison with Serif TV’s design.

Serif TV features a striking frame, which when viewed from the side looks like a stylish capital “I” in a serif font.

Serif TV can be self-installed in just five minutes. Simply screw the stand into the four corners of the television for hassle-free set-up.

Serif TV can be placed anywhere, such as on a table or desk, but the long, spindly legs of the stand let it blend more naturally into the interior space.

The flat, shelf-like top of Serif TV allows for greater interaction with other objects, like vases, books and other decorative items.

A woven fabric panel is incorporated on the rear of the device to conceal the connectors, making Serif TV attractive from all angles.

Serif TV boasts two HDMI ports, two USB ports and can connect to one’s mobile device for displaying content. The 3.5-millimeter audio port allows for the connection of headphones or a high-end sound system. The TV is also compatible with Bluetooth speakers and has screen mirroring capability.

Although modern televisions require multiple cables and connectors, the Bouroullecs cleaned up the look by using as few wires and ports as possible without affecting Serif TV’s functionality.

The Bouroullecs designed the Serif TV to be something simple, natural and inviting—from the frame and the interface of the device down to its parts and the packaging that contains them all. In doing so, Serif TV is not just a television, but instead a meaningful device for the spaces we live in.

Showcased at the Samsung stand in the Grand Interiors hall, the stunning TV reflects Samsung’s commitment to pioneering design whilst offering customers the very best in innovative technology. Spearheading a new concept of TV, the Serif TV acts as piece of furniture rather than a technology product, blending seamlessly into any room setting.

Equipped with a new, custom-designed UI including a unique digital curtain, which applies a digital filter to live content turning it into subtle abstract patterns, the Serif TV is a high impact interior piece that works across the home. The editable Curtain Mode also forms the backdrop for the new menu, a Bluetooth speaker and a clock, giving owners the opportunity to create a backdrop that compliments the design of their home.

Breaking away from conventional ultra-flat screen TVs, the Serif TV is defined by a single frame, available in white, dark blue and red. The Serif TV and Serif TV Medium come with a stand of four attachable tubular legs enabling the TV to be freestanding, while a removable fabric-covered back panel conceals the ports and connectors, creates a sleek finish from every angle.

The Samsung Serif TV is on display at Stand L76 in the Grand Interiors Hall.

Available in three sizes and in three colours, Samsung Serif TV is available to order now from www.seriftv.com.

* All functionality, features, specifications and other product information provided in this document including, but not limited to, the benefits, design, pricing, components, performance, availability, and capabilities of the product are subject to change without notice or obligation.

Samsung presents a new vision of the future of television at Fuorisalone 2016, where technological innovation and design seamlessly blend. NIGHT&DAY, a Samsung exhibition at Superstudio Più, open to the public from 12 to 17 April, symbolises a perfect duo formed by two different worlds and styles that meet to give rise to a new concept of television.

NIGHT – The leading technological expression of Samsung TVs

At Fuorisalone, Samsung reveals the arrival of its spectacular new 2016 SUHD TV line-up, a symbol of technological innovation that does not forget the importance of design.

With unrivalled image quality, the KS range is the first series of TVs in the world without a frame: from the premium 9000 series to the 7000 series models, all are available in curved and flat screen versions and represent what Samsung calls Design 360; where all aspects of the new TVs, down to the smallest detail, are attentively cared for, including the rear.

Samsung 2016 SUHD TVs feature a 10-bit panel with Quantum dot technology for ultra-realistic images, unparalleled brightness, and outstanding contrast with colours that are even more faithful to reality. Displays with Quantum dot technology are able to convert light from all colours of the visible spectrum, without distorting or effecting the level of luminosity, for the optimum visual experience within the lighting of the surrounding environment.

All Samsung SUHD TVs offer an exceptional HDR (High Dynamic Range) experience with luminosity values of at least 1,000 nit for optimal contrast between light and dark images. In addition, the new Ultra Black technology reduces light reflections, further improving the quality of the image while keeping reverberation to a minimum.

With the support of the Tizen operating system, the new TVs make it even easier to find and access user preferred content and services, whether television programmes, films or games, everything is conveniently accessible from one platform thanks to the renewed Smart Hub. In addition, it automatically recognises the peripheral (set-top box, console, OTT box…) or home theatre system connected and manages all external devices via the smart remote control, without the need for additional settings.

At Superstudio Più, brand new audio range developments will also be displayed, including the Wireless Audio 360 speakers, which expand the line-up with two new models: R3 and R1. The omni-directional speakers are characterised by a new built-in tap-and-swipe user interface and an improved Multiroom app, available for smartphones, tablets and smartwatches. The proprietary Ring-Radiator technology meanwhile diffuses sound across the entire room, enabling listeners to live the same acoustic experience at whatever point they are stood.

Samsung has also launched the first Ultra HD Blu-ray player, the HDR compatible UBD-K8500 player that guarantees four times better resolution and a colour expression 64 times higher than the traditional Blu-ray players.

Used together with the Quantum dot displays of Samsung SUHD TVs, the new UHD Blu-ray player offers an image quality never before seen on home screens. In addition, thanks to the upscaling technology it is provided with, the player reads and improves the quality of the images of traditional Blu-ray disks and DVDs.

DAY – Samsung celebrates a new concept of TV design

Samsung’s Serif TV is a product with an artisanal spirit in every respect, an encounter of passions between Samsung and internationally famed designers Ronan and Erwan Bouroullec, which has led to the creation of a unique product in the television market that not only integrates cutting edge technology but reflects the lifestyles of consumers.

Samsung chose the Bouroullec brothers for their unique ability to emphasize aesthetics, without neglecting functionality, to create a piece of furniture that adapts perfectly to any type of environment, with a touch of original design for one-of-a-kind spaces.

Samsung Serif TV has design at its heart and is a timeless piece of furniture that fits seamlessly into the household, powered with Samsung premium television technology. It provides an elegant viewing experience that is at once versatile and exciting, thanks to an original continuous, monochromatic frame that redesigns the outline of the screen.

The shape of the TV is defined by its side profile; mirroring the silhouette of a capital I complete with typographic serif details to form a solid footing for the base, as well as creating a small shelf on the top. The use of four attachable tubular legs allows free-standing use of the set, so it can perfectly adapt to its environment.

Marco Hannappel, Sales & Marketing Director of the Audio Video Division of Samsung Electronics Italia, comments: “Our exhibition during Fuorisalone was created to showcase the design soul of our products. Samsung is constantly looking to embrace the path of technological innovation, without forgetting the fundamental role of the aesthetic. This year we wanted to realise a new concept of TV, born from the meeting between technology and design, as a trailblazer and new entertainment experience. Serif TV and the new SUHD TV line-up are both symbols of the creation of this perfect duo that is a precursor to the future of technology.”

TV design solution by Samsung

The exhibition will include a “TV design solution by Samsung” space where an architect will be made available to speak with anyone looking for advice on the planning of audio/video spaces in their own home, as well as on the Serif TV model best suited to buy, after being won over by its unique design.

Samsung Night&Day

@Superstudio Più

Via Tortona 27

Open hours for visitors

12-16 April from 10 a.m. to 9 p.m.

17 April from 10 a.m. to 6 p.m.

In a world that is growing more digital with each passing day, the rate at which technology is becoming an increasingly integrated part of our lives can be overwhelming. Despite the rapid shift from analogue to digital, tangible design continues to play an integral role in the way in which we communicate and interact with our surroundings, and even our electronics.

“Technology has its own function, but design is the entity that creates a bridge to let us interact with it,” said Erwan Bouroullec at the Living Design Fair in Seoul while promoting the launch of the Serif TV series in Korea.

Bouroullec and his brother Ronan make up the renowned design duo based out of Paris. Their work ranges from small utilitarian objects to spatial arrangement and architectural projects, and is defined by the siblings’ distinct personalities and shared notion of diligence. Their design philosophy has remained the common thread that intertwines all of their designs, including Serif TV, the brothers’ first digital appliance design project.

Bouroullec admitted that he and his brother were a bit naïve when they first agreed to collaborate with Samsung Electronics on the Serif TV project.

With a very limited knowledge of, and virtually no exposure to, the inner workings of electronics, the duo experienced a number of unforeseen challenges during the design process. The technical mistakes the two made as a result, Bouroullec noted, were part of the learning process.

“If you refuse a mistake, there won’t be any innovation,” he said. “If you only take the path you know, you won’t discover anything new.”

Redefining Television

This concept also applies to the development of technology, and the ever-evolving television industry, in particular.

In less than a century, the TV has transformed from a bulky box of black-and-white images into what Bouroullec calls “a monument to technology”—something that should be seen and not touched.

But while oversized screens, wall mounts and nearly-there bezels define the TV trends of today, the brothers suggest a new approach to television design.

The Serif TV features a bold and colorful frame, which when viewed from the side looks like a stylish capital “I” in a serif font. With a thin body, but a flat top and bottom that stick out, Serif TV doesn’t hang on a distant wall. Rather, it rests on a table or stands supported on long, spindly legs in the actual living space. Its top, which acts as a shelf, allows for greater interaction with other objects, like vases, books and other decorative items.

Furthermore, the Serif TV incorporates a woven fabric panel on the back of the device, which conceals the connectors and allows for seamless viewing in three dimensions.

In this way, Serif TV naturally melts into the living space without being overly dominant.

“When we design something, we try to integrate the object into its surroundings in the same way that tea infuses into water when you put it in a cup,” Bouroullec noted. “Electronic devices should blend into the environment just like any other interior object.”

Timeless Tech

As technological advancements are constant and swift, consumer tech turnover is at an all-time high. But, unlike electronics, Bouroullec claims, design has no trends.

“One of the major things to consider when designing objects is that you have to make them stand the test of time so that five, 10, or possibly even 80 years after their conception, the language and what they try to convey is still relevant,” he stated.

As such, by incorporating natural elements into Serif’s design—from the repeating patterns of its Curtain Mode to an aesthetic imbued with the qualities of metal, wood and stone—the Bouroullecs focused less on short-term objectives, and more on making the television a timeless piece of design.

In doing so, the duo has accurately illustrated how technology is impacting design, and how design is influencing technology.

“It’s clear that one of the more important overall contributions of technology is that it has made it possible for anything to happen, anywhere, at any time,” Bouroullec noted. “Spaces have to be ready for that.”

Samsung Electronics announced that it won 38 iF Design Awards, including one Gold award, at the world renowned International Forum Design Awards 2016. Twenty-six of the awards were given for superior product design, eight for communication design, two for concept design, one for package design and one for interior architecture design.

“We are honored to be recognized by the International Forum Design for our excellence in product design,” said BK Yoon, President and CEO of Samsung Electronics and the Head of Corporate Design Center at Samsung. “We will continue to challenge ourselves and develop innovative designs that benefit our consumers based on our deep insights into their needs.”

Samsung received the Gold award for its Serif TV, a result of its focus on design that harmoniously interacts with people’s surrounding environments and naturally blends in with everyday furniture and various household objects. Main features of the Serif TV include: a design that resembles a capital “I” in serif font; a detachable stand, which allows the product to be placed anywhere within the home without standing out; and a fabric cover on the back side of the product, which heightens its beauty from every angle.

In addition to the Gold award, Samsung won a total of 26 iF Design Awards in the product category:

• Galaxy S6 & S6 edge: Both smartphones feature a harmonious design of metal and glass parts, and the Galaxy S6 edge features the first dual-edge display on either sides.
• Gear S2: A smart wearable device with a unique rotating bezel, and an optimized UX for easy operation.
• Chef Collection Fridge: A refrigerator for the European market, featuring a Kitchen Fit design that seamlessly integrates with the surrounding kitchen furniture without needing additional built-in construction.
• AddWash Front-load Washing Machine: A washer with a distinctive access door that makes it convenient to add any item during a wash cycle without opening the main washer door.
• System Air Conditioner 360Cassette: A circular, ceiling-mounted system air conditioner that controls the temperature of the room by providing an even distribution of air across a full 360 degree range.
• MX3: A3 Multifunction Printer with a 7 inch LCD screen for easy operation.

In the remaining categories, Samsung received 12 awards. Following are the key products and concepts:

• Galaxy Note5 UX: A smartphone UX that allows consumers to write a memo with an S Pen without turning on the screen. Awarded in the communications category.
• Visual Identity Toolkit: A visual identity toolkit that provides a unified guideline for all digital and printed media of Samsung Printing Solutions. Awarded in the communications category.
• TV UI (Stripe UI): An intuitive TV user interface that offers consumers a novel experience in navigating media content. Awarded in the professional concept design category.
• Avengers Package: The Galaxy S6 edge limited edition package inspired by the Avengers. Awarded in the package designs category.
• Samsung d’light: An exhibition space that provides the Samsung brand experience and showcases Samsung’s latest products and solutions. Awarded in the interior architecture category.

iF Design Awards began in Germany in 1953, and is organized by the International Forum Design. Product submissions are based on a comprehensive evaluation of design, material suitability, innovativeness and seven additional categories: Product, Packaging, Communication, Interior Architecture, Professional Concept, Service Design and Architecture.

Today’s Samsung TVs have totally overturned those paradigms. People can now set up their TVs however and wherever they want, knowing the display will be bright and clear and the TV set itself will look stylish.

Samsung’s 2016 SUHD TVs, with their Quantum dot display technology, deliver the optimum viewing experience for consumers, regardless of the lighting environment. SUHD TVs can be seen clearly, even right by a window in the middle of day, due to their 1,000 nit brightness and new Ultra Black technology that significantly reduces light reflection.

People don’t even need to hang their big screens on the wall now. Samsung’s new 360 design makes its TVs look stunning from all angles—front, sides and back—allowing people to set them up anywhere that suits their taste.

With the tripod stands, people can even set up their TV in the middle of a room, knowing it will look great to visitors from 360 degrees.

Samsung even produced a special concept TV called Serif TV. Created by the famous design team of Ronan and Erwan Bouroullec, Serif TV was made to stand out and put it various space, like a piece of well-crafted furniture.

Due to these advancements, people today have more options than ever in how they set up their TVs. It’s all part of Samsung’s relentless focus on giving people choices, so their technology best fits into their lives, not the other way around.

For more lifestyle photography and videos about the Samsung TV, visit www.instagram.com/samsungtv, www.facebook.com/samsungtv, www.youtube.com/user/SamsungTelevisions, www.twitter.com/samsungtv.

Ronan and Erwan Bouroullec have designed a new television for Samsung, which the French designers claim they approached “like a piece of furniture.”

While this is the duo’s first digital appliance design project, the brothers have worked together as joint partners for about twenty years and currently work from their Paris-based studio. Their work ranges from small utilitarian objects to spatial arrangement and architectural projects, and is defined by the brothers’ distinct personalities and shared notion of diligence. In addition to collaborating with leading design companies, Ronan and Erwan Bouroullec have had their work featured in numerous exhibitions around the world.

Called “Serif”, the Bouroullec brothers’ television features a case that flares out into a base at the bottom and a shelf at the top. The culminating effect is a form that resembles a capital “I” in a serif font when viewed from the side, a truly unique aesthetic for any living space—one that can be likened to a decorative furnishing more so than an appliance.

“One of the challenges was to make the design stronger than the technology itself,” Erwan noted of the design process. “The key value is that Serif sits naturally into any environment, in any place.”

One of the ways the brothers accomplished this was through the addition of the Curtain Mode setting to the user interface. The design-centric feature displays a translucent graphic effect which covers the images on the screen. This enables users to temporarily hide the image without having to completely turn off the TV so that the device can more naturally blend and harmonize into its surroundings.

“Of course design interacts with your day, so design is everywhere. Objects are everywhere,” remarked Ronan. “We tried to give to this technological object a charm and qualities that make you happy to live with.”

In doing so, the Bouroullec brothers, along with their Serif TV, have most certainly redefined the role that technological design plays in our lives, sparking a new way household electronics fit into our living spaces altogether.

These days, television screens are continuing to grow larger and more detailed, creating a viewing experience that’s more immersive and better than ever. Today’s TVs are wafer thin, frames almost non-existent, and the screens are mounted on the wall, without a stand.

But the French design team of the Bouroullec Brothers has completely reversed this approach, creating a TV that no longer begins to television, but to the world we live in. In a partnership with Samsung Electronics, their Serif TV series features a large, bold and colorful frame, which when viewed from the side looks like a stylish capital “I” in a serif font. With a thin body, but a flat top and bottom that stick out, Serif TV cannot hang inconspicuously on a distant wall. Rather, Serif TV stands out, either resting on a table or supported on long, spindly legs inside a room, in the actual living space.

“Serif,” of course, refers to the small strokes at the end of letters and lines on many typefaces. With roots that go back to ancient Roman times, serifs are the most common look for modern books and newspapers. They’re considered classy and strong, a kind of typeface designed to be seen and be read.

In turn, Serif TV is a uniquely designed television set that is meant to be seen, to be a physical object and a key piece of furniture in your home.

A Tactile Approach for the World We Live In

In coming up with their idea of Serif TV, Rowan and Erwan Bouroullec took a very hands-on approach, more like how a typographer creates a letter than how industrial designers make an appliance. Rather than digital computer programs, they kept their designs tactile, making drawings by hand and creating their own mockups. Even when they turned to 3D printing, they tried to make the printed product look like woodworking.

That approach was a key part in creating the finished look and feel for Serif TV. The designers say that the finished product is imbued with the qualities of metal, wood and stone, the materials that most inspired their development.

The available colors for Serif TV—white (with a touch of ivory), dark blue and red—also were chosen to stand out and demand people’s attention.

Even the back panel of Serif TV is a unique design. Although modern televisions require many cables and connectors, the Bouroullecs cleaned up the look by covering the back with a fabric panel, held in place with screws. The panel not only covers up the unsightly wires, but also echoes the look of the digital “Curtain Mode” of the display interface.

Beyond the Box: Serif Style Inside

The changes to the outside design of the Serif TV are quite striking, but even more unusual is something called “Curtain Mode.” That feature allows viewers to put a digital filter over the screen, blurring it so only abstract images are seen, like dropping a moving, digital screen over the TV.

Curtain Mode is customizable, too. Consumers can adjust how much the pixels are blurred, to four different levels, and the main color of the curtain can be selected, from blue to green, to red or to gray. On top of the shifting, almost poetical curtain, basic TV settings are displayed, like volume, a clock, or a photo gallery. The result is a digital effect that is both beautiful and also adjustable to best fit your surroundings. There’s warmth to the feature, giving Serif TV an emotional quality that makes for a very different television experience.

The special qualities of Serif TV extend beyond the TV itself, too. The remote control has been totally redesigned, to become an elegant, all white device that is at once familiar and totally different. Even the packaging of Serif TV is different, minimalist and elegant with little product description on the box.

The team-up of the Bouroullec Brothers and Samsung shows what television can be by reconsidering everything from the point of view of the users. Their approach transformed TV into something simple, natural and inviting, designed to be a part of its environment. In doing so, Serif TV is no longer about television, but a meaningful device for the world we live in.

Visit design.samsung.com to read more Samsung Electronics design stories.

Samsung Electronics has for years been at the forefront of the television industry thanks to constantly pushing the edges of innovation and design. Today’s SUHD and UHD TVs are clearer, brighter and bigger than ever, in a form that’s incredibly thin.

But, at the same time, Samsung has never been afraid of shaking things up and dramatically rethinking everything about its TVs, especially when it finds the right partners. Enter the renowned French designers Ronan and Erwan Bouroullec, who have teamed up with Samsung to create Serif TV, a radically different approach to the user experience of TV.

Launching at the London Design Festival (Sept. 21-27), Serif TV is defined by its I-shaped frame—a serif font “I”, of course. Wider in the top and bottom, the unique shape gives the TV solidity, turning into furniture that is a part of the room, rather than disappearing into the walls. This is a TV that can sit on a flat surface, and that can hold vases, books, or other decorative objects on top. The TV even has attachable legs, allowing it to sit comfortably and prominently within the home.

It’s been three years since Samsung approached the Bouroullec brothers about working together on televisions. It was the brothers’ first foray into electronics, and over that period, many concepts were tried out and models built, until they at last came up with Serif TV. “From the outset of designing Serif TV our aim was to craft an object that fused technology with our knowledge in furniture design and to create a solid presence that would sit naturally in any environment,” said Erwan.

Not only has the frame been drastically redesigned, but the back is very different, too. Now a woven fabric panel covers the back of the TV, concealing the connectors and wires.

Ronan and Erwan didn’t just redesign the outside of the TV; they even redesigned the user interface, coming up with an abstract but enticing setting called “Curtain mode.” Curtain mode takes whatever is being shown on the screen and blurs it, transforming it into shimmering abstract shapes like a digital curtain.

In addition, they created a new remote control device that also reflected their design approach.

“In every aspect Serif TV could only come into existence by artisan spirit and the project has been truly meeting of passions between Samsung and the Bouroullec’s,” said Yun-Je Kang, head of the design team in Visual Display Business at Samsung Electronics.

Although the Bouroullecs are more known for designing furniture, lifestyle accessory and art installations, Serif TV appears to have made a big splash in the design world. Fast Company’s popular website Co.Design called it a “design masterpiece” and “the most beautiful TV ever.”

The Serif TV is scheduled to go on sale in the United Kingdom, France, Sweden and Denmark beginning November 2, 2015. It will be available in three sizes (40-inches, 32-inches and 24-inches) and in three colors (ivory white, dark blue and red).

Samsung has teamed up with great designers before to come up with cutting edge and unusual concepts in TV. It partnered with Giorgio Armani in 2008 for the Armani/Samsung LCD TV, then with artist Yves Béhar in 2009 for the abstract, high-tech installation “Anima Terra” at the Art Institute of Chicago, and again with Yves Béhar earlier this year for an 82-inch, extra-wide-screen curved SUHD TV.