Consumer need for computing power has stagnated for years now. No longer are we limited by our machines to access the internet, make presentations, stream videos, or utilize any of the countless apps we use to manage our lives. Even the phones we carry in our pockets provide more than adequate processing ability to complete nearly all common tasks. Unless you’re rendering state-of-the-art video or animations, chances are your five year old MacBook Pro still gets the job done.

Display screen technology has similarly plateaued. As 3D viewing has failed to catch on and 4K Ultra-HD content remains too scarce to justify upgrading, consumers are reticent to replace their televisions at the rate forecasters predicted a couple years ago. Manufacturers are now looking for new ways to attract buyers and Korean tech giant Samsung may have developed the most novel idea yet: the Serif TV.

The display, designed in tandem with French designers Ronan and Erwan Bouroullec, is not an increase in resolution, frame-rate, or wireless connectivity, but a statement in design — a nod to an era when technology was built into furniture to better integrate into the home. Samsung’s head of display design, Yun-Je Kang, stated functionality was not enough, that the future of his company’s products must evolve in an “era of emotional attachment.”

If the television can be imagined beyond the empty black box on the wall. What other technology can be revolutionized through smart design?