It was CHOi Design’s development of the Hearthware NuWave Oven, with it’s “As Seen On TV” claim to fame, that drove it to become the world’s best-selling counter-top oven! Having already established their infrared cooking system in Asia, Hearthware approached our team with an opportunity to create a design that would bring this new product to the American market, and to the American palate. Investigation and research helped to identify differences in the way the Asian and North American consumers would use their infrared cooking systems. This allowed us to perfectly tailor our final design to the new market, while maintaining a compact and cost effective solution.