French designers Ronan and Erwan Bouroullec are launching their first electronics product – a flat television for Samsung that is outlined by an I-shaped frame.

First unveiled earlier today in an exclusive Dezeen movie, the Serif TV is a result of a collaboration between the designers – better known for their furniture, homeware and installations – and the Korean electronics brand's head of visual display design Yun-Je Kang to create the Serif TV.

Its colourful frame was designed to fit better within the home, compared to the black and metallic products that currently dominate the market.

"Serif TV does not belong to the world of technology but the world of furniture and design," said a statement from the studio.

The product has an I-shaped profile, broadening at the bottom to form a sturdy base and at the top to create a small shelf.

These protrusions give the product the name Serif, after the typography term for the small lines on the end of strokes in letters or symbols.

"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 Bouroullec.

The frame surrounds the flat screen and is available in ivory white, dark blue and red. A woven fabric panel in a matching colour slots onto the back of the television to cover the connectors, helping it to look tidy from all angles.

Read more on Dezeen: http://www.dezeen.com/?p=767556

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