The Bouroullec brothers collaborated with Samsung on a TV-project. A beautiful piece of furniture (the Bouroullecs say it doesn't belong to the world of technology) came out. Serif is named after the typography term for the small lines on the end of strokes in letters or symbols. Its colourful frame was designed to fit your living room, compared to the black and metallic products that currently dominate the market. The Bouroullec studio got to do the exterior, interior and the UI, so extensively thought about the full experience. Watch the Dezeen interview for more on their choices in the design process.