For the launch of SERIF—a collaboration between Samsung and Ronan & Erwan Bouroullec—we created a bold sales strategy and unique retail playbook that could live up to the brother’s design philosophy and appeal to an audience that was against owning a TV.

Instead of being viewed as piece of technology, SERIF was launched as a piece of modern furniture at the 2015 London Design Festival. As well as being used to used to educate and inspire local markets across Europe, the following playbook was instrumental in helping Samsung secure key UK partners Vitra, Hay, Heals and John Lewis to deliver the strategy.