The Samsung SERIF launched in Europe last year in three sizes and colors but only the largest 40″ unit will be initially available in the US explains a Samsung spokesperson. Priced at $1,500—or about five times the price of similar units—don’t expect to find the designer TV in big box electronics stores. It’s available via the Samsung website, the MoMA store and other design-focused furniture shops like Vitra and Bo Concept.

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