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"Serif is a collection of screens, televisions, we designed for Samsung during the past two years.

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. It can stand anywhere, even on the floor with its own 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." — Ronan & Erwan Bouroullec

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