ID TV: INDUSTRIAL DESIGN SUBJECT OF NEW SHOW
Design Perspectives
May 2004

If you've seen so many episodes of 'Law & Order' you can quote Detective Brisco's lines as they come, you probably should have checked out a show called The Launch. The new Discovery Channel special follows a product from inception to production, throughout the design and development process. The subject of the program, which aired April 29, was the Fuego barbecue grill by Pentagram Design's San Francisco Office.

Robert Brunner, IDSA, partner, Pentagram Design, and his team allowed Hoff Productions, the award-winning company behind popular shows like I, Detective and the World's Best series for the Travel Channel, to film the creation of the grill over the course of six weeks. "It was really challenging," said Brunner. "They're not here every day and you don't design that way. You work every day."

He saw the production as a way to show viewers what goes into the products they use. He said, "They can get an idea of how things are created."

Tiffany Guichard served as producer of The Launch. She found Brunner easy to work with. "Robert Brunner was very accessible and worked closely with his designers," she said. "He was surprisingly frank, personable and down-to-earth."

Michael Hoff, the man behind Hoff Productions, explained his personal interest in subjects like industrial design. "I like following the evolution of the characters," he said. "And I like the pay-off, the final product."

Hoff worked as a producer on San Francisco's Evening/PM Magazine for many years before making the move to documentary-style television. Now his company has a prolific relationship with most factual cable networks, such as the History Channel and the National Geographic Channel, and over 40 full-time staff members.

He sees shows like The Launch as satiating viewers' curiosity about processes. He said, "Whether it's building a car or redecorating a living room, everyone wants to see the transformation."

While there are no plans as of yet to turn the special into a series, Brunner thinks regular installments of the show could be successful. He said "It's the next step from Monster Garage, in a way. I can see it being popular." For more information visit the Pentagram and Hoff Productions web sites: www.pentagram.com; www.hoff.tv.