‘Design DNA’ to tell the story behind the product

Design DNA from Castlewood Productions aims to appeal to both male and female viewers of HGTV Canada in the new year with its mix of high design and industrial artistry.
December 22, 2010

Andrew Burnstein, executive producer at Toronto-based Castlewood Productions, describes the upcoming HGTV Canada series Design DNA as a little bit How It’s Made mixed with high design.

In other words, according to the EP, ‘It is a complete departure from your basic home show.’

The 13-part series, set to premiere on January 4, gets down to the nuts and bolts of iconic items in families’ homes, from the initial idea to the design and to the factory floor.

Burnstein says that Castlewood was approached by HGTV Canada’s director of original production Tanya Linton, who wanted a show that would appeal to both men and women, and complement the network’s core programming of home design, renovation and real estate.

Design DNA aims to please by taking a unique look at home appliances and furniture, with a fun, bright visual style.

The series tells the stories behind the KitchenAid stand mixer, the Eames Lounge chair, the Coleman lantern and more. Besides the products that many families already own, the series also profiles iconic items that people would recognize, like Wolf stoves, the Jacuzzi hot tub and Alessi’s iconic Michael Graves Bird Kettle.

For the Alessi Michael Graves Bird Kettle, Burnstein says they went to Italy to talk to Graves about the concept for the kettle, which was launched in 1985, its design, and how the item is made.

‘It really is a biography of the iconic products of your home,’ offers Burnstein.

About The Author
Jonathan Paul is a Toronto-based writer into creativity, content, advertising, tech, comics, video games, film, TV, time and space travel.