It’s time for a new TV concept. On the one hand a celebration of the minimal and avant-garde design in a bright space dominated by elegant white. On the other, the expression of the most advanced and innovative technology, in a dark room where the shadows are illuminated with colours. Serif TV and SUHD TV: two different worlds, two different styles for an artistic entertainment experience. Opening hours: 10:00-21:00. Media preview: 11 April, 15:00-20:00; opening cocktail with Samsung and Fratelli Bouroullec: 18:30, invitation only.