Samsung Serif takes centre stage at London Fashion Week

Samsung Electronics was this year’s official TV supplier for London Fashion Week, which ran from September 16-20.

The company’s ‘design-focused’ Serif TV took centre stage at the fashion showcase.

Samsung said the partnership cemented its commitment to pioneering fashionable, cutting-edge design while offering customers the best in innovative technology.

Designed by French design duo Ronan and Erwan Bouroullec, the new Serif TV is equipped with a custom-designed user interface, including a ‘unique’ digital curtain, that turns live content into abstract patterns and turns the TV into a high-impact interior piece in the home.

The company claimed it is “breaking away from conventional ultra-flat TVs” with the Serif TV. Both the Serif TV and Serif TV Medium come with a stand of four attachable tubular legs, which allows the TV to be freestanding.

Steve Mitchell, general manager of TV and AV at Samsung UK and Ireland said: “Combining the very best in innovative design both inside and out, the Serif TV has revolutionised the home entertainment experience. Our partnership with London Fashion Week demonstrated just how far TV design has come, with the Serif TV being a fashionable object of desire in its own right.”

Jenico Preston, commercial director, British Fashion Council, added: “We were delighted to be partnering with Samsung this season. London is all about innovation and the Samsung Serif TV represents the best of design, trend and technology, it’s the ideal statement for any living space. After months of work, the collections were revealed to the world’s media and the Samsung Serif TV had what it takes to do justice to the colour and creativity of the world’s most inspiring designers.”