Samsung Transforms Home Interiors with New Serif TV

Samsung Serif TV becomes the first TV to ever be sold at design-led retailer Heal’s

Samsung Electronics’ unique design-led TV, the Samsung Serif TV, has become the first home electronics device to be sold by iconic design chain Heal’s as Samsung look to revolutionise the home entertainment experience.

The new design reflects Samsung’s commitment to pioneering design whilst offering customers the very best in innovative technology. Showcased at the Heal’s SS16 press show and forming part of the Heal’s window display at its flagship store in London, the Samsung Serif TV spearheads a new concept of TV looking at it as a piece of furniture rather than a technology product.

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 – it turns the TV into 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, Serif TV is defined by a single frame, available in white, dark blue and red. 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.

Commenting on the design, Ronan & Erwan Bouroullec said: “Like typographers designing a letter, we studied both the object and its interaction with the space around it. What we were looking for was a solid presence that would sit naturally in any environment, just like a piece of furniture.”

“Combining the very best in innovative design both inside and out, the Serif TV is set to revolutionise the home entertainment experience and we look forward to seeing how people incorporate the product in their own living spaces. Our partnership with Heal’s shows just how far TV design has come with the Serif TV being treated very much as a piece of furniture. We believe the role of the TV is changing hugely and this new design reflects this evolution.” said SVP Yun-Je Kang, Samsung Head of Design in Visual Display.

Will Hobhouse, Chairman at Heal’s added, “The Serif has been designed to transform the everyday television from a boring black screen to designer centred piece. Believe it or not, this is the first TV Heal’s has ever sold, so it was crucial that it was as much of a desirable object in its own right as a functional media unit.”

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

About Samsung Electronics Co., Ltd.
Samsung Electronics Co., Ltd. inspires the world and shapes the future with transformative ideas and technologies that redefine the worlds of TVs, smartphones, wearable devices, tablets, cameras, digital appliances, printers, medical equipment, network systems, and semiconductor and LED solutions. We are also leading in the Internet of Things space with the open platform SmartThings, our broad range of smart devices, and through proactive cross-industry collaboration. We employ 319000 people across 84 countries with annual sales of US $196 billion. To discover more, and for the latest news, feature articles and press material, please visit the Samsung Newsroom at news.samsung.com.

About Heal’s
Heal’s has been designing, making and selling quality furniture for more than two centuries now, so it’s no surprise that it’s known as ‘the home of modern and contemporary designer furniture’. Starting out as a bed-makers in 1810, and later embracing the ideals of the Arts and Crafts movement, Heal’s has a long history of collabourating with prominent designers. Heal’s is as passionate today as it’s always been about introducing new ranges, discovering stars of the future and pushing the boundaries of outstanding contemporary design. Good Design. Well Made. Heals.com