The Serif TV Design Story

Ronan and Erwan Bouroullec add poetic quality to mundane objects. They have been drawing extensive attention from the design industry’s biggest names such as Vitra, Hay, Kartell and more. Erwan Bouroullec discusses the aesthetic value of their design and how it is reflected in The Serif.

Due to the voluminous symmetry of the I-shape, The Serif doubles as a shelf, allowing people to further interact and experience. Hence, unlike other televisions that are spatially alienated, The Serif not only connects spaces but also forms an organic relationship with people. If the interior were a collage, The Serif would be an integral piece that can be seamlessly collaged into any space and time frame.

Effortless, blending into the ambience

Like the Bouroullecs’ other pieces, The Serif effortlessly blends into its ambience. They gracefully substituted the black, blank screen of TV with the Ambient Mode, which resembles poetic actions like gazing out at endless fields or sentimentalizing over raindrops. The Ambient Mode is a “way to slightly mute the TV when it needs to disappear,” at last fulfilling one’s moment of retreat.