In profile,

Serifed capital ‘ I’,

Its slim body tapers out to form a flat surface at the top
as well as at the bottom. The serif in typographic terms is
a small attachment at the end of a column in a letter.

One single frame,
one color, one shape

blending into the home —

Not a wall or stand mounted TV,

the Serif can rest on a counter or a desk with ease.
Optional feet allow you to set it on the floor, anywhere
in the house, like you would comfortable furniture.

The Serif TV has a unique interface
called ‘Curtain Mode’.

When turned on, the generic bouncing logo screen is replaced
with a filter much like a curtain pulled over the screen, veiling the image
and leaving only an impression of what is going on behind it.

Imposed upon this shimmering,
almost poetic pattern are displayed simple
default functions such as a clock,
speaker volume, or photo gallery applications.

Additional settings function enables the consumer to change
the main color of the curtain from blue to green, red or grey.
It also enables the scale of the pixel blur to be customized
through four different levels, creating progressively more
abstract screening of the content playing behind the curtain.

The interface design also reflects
the form of the TV;

to fuse harmoniously with its surroundings.
This gives the Serif TV the appearance of more than
just a screen appliance. With Curtain Mode on,
the cold indifference of a digital product is imbued with
a warmth and sense of emotion unseen in a TV until now.

We handled the Serif

Like typographers would handle a letter.

Instead of digital tools or programs we made drawings,
sketches and ‘homemade’ mock ups in our workshops.
Even with 3D printing we tried to achieve a look that was
reminiscent of woodwork.

Despite the industrial nature of
its finished production,

The Serif was imbued with the
virtues of metal, wood and stone;

materials that were inspirational in developing
the final design of the TV. Serif comes in three
colors: white (slightly ivory), dark blue
(nearly black), and red. The back of the TV was
a crucial area because it condenses a number
of technical elements. We developed a fabric
panel to cover and hide connectors and
screws giving it a singular appearance from
any angle. The fabric pattern naturally echoes
the digital graphics designed for the interface.

Even the packaging was designed

To be simple and inviting,

rather than be filled with lavish product images, infographics
and laden with descriptions and specifications.