SERIF TV is a product of the lifestyle category, not the category of existing TVs. It is a small, but valuable premium TV that naturally harmonizes with its users’ surroundings and lifestyle. With the use of minimalist colors and materials, it is designed in a Single Shape and the shape is reminiscent of a capital “I” when viewed in profile with the top serving as a shelf and the bottom as a stand. The rear side of the product is finished with fabric, giving the familiar impression of a piece of furniture. Moreover, the screen effect Curtain Mode offers a UI that can naturally blend in with the space when the TV is not in use.
The SERIF TV marks a new approach to television, completely different to the direction taken by other companies. It is a device that is much closer to the natural landscape, one that matches the private rooms where this set will be used. The warmth and humanity of the product is outstanding, something that was really appreciated by the jury. Televisions used to be wooden boxes: this is a re-imagination of the traditional approach to designing a TV, but in a totally contemporary way. Fabulous!