Not long after the advent of the television, vintage TVs were designed to fit in with the rest of the furniture you might find in a home. However, that has been lost in recent years with manufacturers cramming an ever-increasing number of tech innovations into as thin a device as possible — the result has been the transformation of the living room into an altar for the TV. In this latest collaboration with French designers Ronan and Erwan Bouroullec, Samsung tries to bring TV design back to a more humanistic place with the typography-inspired Serif flatscreen TV. Assuming the side profile of the letter “I,” the Serif is designed to be just as beautiful when turned off, and comes in three sizes from 21 to 40 inches, and the three colors of white, dark blue and red. A woven fabric back cover subtly hides unsightly cables away, while the Serif itself can either be placed on a shelf, mounted on a wall, or stand on its own four (screw-on) legs. The Samsung Serif will be released in the UK, France, Sweden and Denmark from November 2.