Decades ago, television sets were built into decorative cabinets made to look like furniture. That practice slowly faded away and by the ’90s, most standalone sets were designed to resemble electronic gadgets.

As technology matured, televisions became much thinner while screens swelled in size. In terms of design, however, today’s televisions still look like, well… televisions.

That’s something Samsung is aiming to change with its newest line. Last September, the South Korean electronics giant announced a designer television series called the Serif TV (named after the font) which it built in collaboration with Parisian design team Ronan and Erwan Bouroullec.

After months of waiting, Samsung is now accepting pre-orders for the modern sets.

The Serif line is more than just looks. In addition to the woven fabric rear panel that conceals the I/O ports and cables, the sets feature 4K displays with HDR technology. They’re also smart TVs, powered by a quad-core processor that manages the user interface and streaming content.

The 40-inch Serif TV, offered in dark blue or white color schemes, will set you back $1,499.99 and ships free from Samsung’s website beginning next month. It’ll also be sold in select high-end designer retailers including Vitra, Bo Concept NY and Ligne Roset stores in major markets. No word yet on when the smaller 32-inch and 24-inch models will be available in the US.