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| DESIGNS
ON YOUR ... BRA/CAR/LOO Wednesday 24/06-08/07/98, Channel 4 reviewed by Jane Redfern |
September
2000
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The main premise of Designs on Your ... (produced in conjunction with the Design Council) was to take an everyday object, which designers Richard Seymour and Dick Powell would "reinvent". "Richard and Dick", as they are monikered, are introduced to us as "two of Europe's best known product designers", with an impressive client profile (BMW, Yamaha, Tefal, Casio, Minolta, Nokia, Panasonic). They are presented as "men with a mission", to use good design to produce better products for the consumer, and to fight the battle against the forces of commercialism. They are portrayed as brilliant, flamboyant eccentrics, with their flame red Ducati motorbikes (mid-life crisis material in any other circumstances), and red Doc Marten boots. The charm of this series is the interesting and intelligent way the programmes illustrate the design process. Part of the interest is of course that these are essentially mundane objects (how much can you redesign a loo?), but there is a commonality in that everyone uses them, and can relate to them. But it is also a highly successful series, which works on many levels. The format allowed fascinating insights into the design and manufacturing process, as well as being funny and watchable. In essence each show followed the designers through a logical process, as they research every angle of the existing product and try to develop ideas on how to improve it - part of the brilliance of this being the tangents at which they will work, such as getting structural engineers who specialise in bridges, to do a stress analysis on the bra, thus finding out where they need to provide more support. We therefore find them in all sorts of places, talking to experts and customers alike, sourcing the most unlikely research, most notably meeting with Professor Alexander Kira, the world's foremost expert, and author of the seminal work on every technical aspect of urination and defecation. Anything that engineering, science and technology has to offer is explored. Once the problems are clear, we are offered an opportunity to see how the often misquoted and misused technique of brainstorming actually works. We see what a useful tool this is, as they initially accept all ideas, and then keep coming back to them, even the outlandish ones, for inspiration - perhaps to help them over a specific difficulty in the main design. Design completed, we are taken through processes of sourcing materials and manufacturers, sales presentations, prototyping and testing. Again the charm being in seeing the bits that don't work as well as the more successful attempts. At this stage it also becomes apparent that often companies and designers have different agendas. It eventually became clear that two of the three companies involved in the series were not really interested in investing the kind of money required for a redesign, leaving only the bra manufacturer willing to invest in any new concepts. The other companies were clearly looking for almost "gimmicky" ideas to help sell an existing product, without investing research and development time and money. At time clear tension shows (an exchange heard in the Loos episode after the Marketing Director complacently comments that having seen Richard and Dick's designs, they are now a year ahead of the competition: "A year, at the rate you solve your problems?" says Dick; tense silence and then "Are you saying we're slow?". The reply: "No, I'm saying you're inflexible"), however, and perhaps contrary to expectation, any sensationalism is avoided. Despite the tension and frustration that is obviously there nothing is played for the cameras as Richard and Dick remain polite and tactful throughout all meetings, exchanges and differences of opinion. Even during the obligatory questioning after the meeting by the documentary maker, they are respectful, although uncompromising, in their differences. In many ways it feels like (appropriately enough) a remarkably well-made series, in so much is conveyed in the time without it appearing rushed. It also feels like a particularly honest programme with mistakes and "failures" shown, other people's contributions acknowledged, and compromises made. When re-screened, updates at the end of the programmes informed us on how the new designs were faring, with the new bra going into manufacture for around Summer 2000, the car company going bankrupt and being bailed out by Ford, and the loos selling well, although in the end the company had not incorporated any new ideas. But the main success is the interest and enthusiasm which Richard and Dick clearly have in what they do, and how well they communicate this to us. I found this short series to be amusing, intelligent and stimulating viewing. Just my cup of tea. |
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