Furnishing an entire reality show

Miramax's Project Runway, a reality show about the search for a new cutting-edge fashion designer, has signed a product integration and marketing deal with Drexel

Drexel Heritage will furnish the sets and production facilities for the new reality show, 'Project Runway.' Yet, the two aren't odd bedfellows, said executives from Drexel, a 100-year-old furniture company that's always been more Connecticut country club but wants to let out its inner downtown bohemian.

The one-hour show, hosted by supermodel Heidi Klum, will put a group of Tommy Hilfiger wannabes in a downtown New York loft to live and work together.

Drexel will furnish the loft where the show's contestants will live and their workspace at the Parsons School of Design. The series, on NBC Universal-owned Bravo, launches Dec. 1.

"Anything they're sitting on, lounging around, sleeping in, it's ours," said Stephen Carlson, a marketing and public relations executive at Drexel. "We're integrated throughout their space."

Bought about 2 1/2 years ago by Furniture Brands International, home of Broyhill and Thomasville, Drexel is trying to get younger and hipper. Its previous target was the affluent 45-plus demographic. Executives said they are trying to shift that down to a mid-to-late 20s and 30s consumer.


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