From the new issue of Alive:
Sitting in his Chicago office in spring 2001, Maurice Blanks took a call from a Los Angeles-based telephone number. It was from the producer of a new design show, “Area,” looking for a host. Not long before, the producers at the Style Network had interviewed Blanks about a company he’d started with some college friends called Blu Dot Design—which made simple, modernist chairs, tables and other furniture.
Blanks, the network thought, would be the perfect host: tall, photogenic, articulate and with a mind steeped in design history and theory. But he had also recently started his own architecture firm while still working part-time for Blu Dot, traveling to Minneapolis on weekends. He had to make a choice.
“I said to my wife, ‘It’ll be fun. I’ll go to L.A. for two or three days, and nothing will come of it,’” he recalls. “Then I got offered the deal.” Blanks wound down his architecture firm, and they headed west.
“Area” was a virtual magazine, with recurring segments on “aspirational house tours,” practical design solutions and product reviews. They filmed a full season, and Blanks felt good about it. It did what they wanted Blu Dot to do: get good design out in the world.
But times were changing. America was changing. And it did not want to watch a program at the heart of this kind of “lifestyles-of-the-smart-and-stylish” ethos.