Rethinking Basics

A few years ago, Home Depot started to think about its own improvement. Facing slow growth and fierce competition, the largest retailer of home-improvement products needed to reverse its potential fate in the tough business climate. Enter Peter Arnell, the advertising guru and product designer who has developed an unprecedented relationship with the home-goods superpower. This fall Arnell and Home Depot will unveil Orange Works, a line of innovative products for all facets of the home. In collaborative laboratories, Arnell and his team examine a design problem and test-drive ways to fix it. Their first product, the Home Hero fire extinguisher,...

Want the full story?

Subscribe Now


Get TIME the way you want it

  • One Week Digital Pass — $4.99
  • Monthly Pay-As-You-Go DIGITAL ACCESS$2.99
  • One Year ALL ACCESSJust $30!   Best Deal!
    Print Magazine + Digital Edition + Subscriber-only Content on

Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!