SERIF TV is a product of the lifestyle category, not the category of existing TVs. It is a small, but valuable premium TV that naturally harmonizes with its users’ surroundings and lifestyle. With the use of minimalist colors and materials, it is designed in a Single Shape and the shape is reminiscent of a capital “I” when viewed in profile with the top serving as a shelf and the bottom as a stand. The rear side of the product is finished with fabric, giving the familiar impression of a piece of furniture. Moreover, the screen effect Curtain Mode offers a UI that can naturally blend in with the space when the TV is not in use.