[THE INVESTOR] Samsung Electronics officially introduced its Serif TV models in the US market on July 13, in collaboration with New York City’s landmark gallery Museum of Modern Arts.

Designed by France’s Ronan and Erwan Bouroullec, the model takes its design and name after the shape of the alphabet “I” in the “Serif” font. Due to its stylish qualities, MoMA has uncharacteristically lent its venues for the launch event and will continue to offer support by displaying it in its stores.

Serif TV is also available for purchase in the US via Samsung’s official e-commerce site and high-end interior shopping platform Vitra. The firm plans to gradually expand its retail platform to other luxury department stores in the US.

Prior to its US launch, the TV was first released in the European and Korean market last year and is scheduled to debut in Canada on July 25.

By Jung Min-kyung (mkj1105@heraldcorp.com)