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,...

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