Samsung recently launched Serif TV. A television different that others, designes by Bouroullec brothers. The design object « slach » tv was rewarded by Wallpaper price. This article meet Erwan, one of the Bouroullec brothers, which talk abour philosophy in design, innovation and culture. The Samsung Serif TV is a television which is naturaly connected to each environment. Its name comes from « Serif », in french « empattement », the small barre on top of each front. The object is reffering to one of the main will of Samsung, create a television in the opposite direction of hardware designs, tall and slim, capable of cosharing with many different way of living.