Femin.is

The television programme femin.is was linked to the website of the same name and took its lead from it. The show was designed for women, and much of the concept work centred on what appeals to women. “Women want to put their feet up on the sofa, talk in peace and quiet, have beautiful things around them and something to nibble on” was one of the ideas that came up at a brainstorming session, and it inspired the set.

Each episode had its own theme colour, with flowers, objects, cushions and clothes chosen to match. Interviews were given unusually generous time and had a relaxed feel. The furniture was comfortable – beanbags, large floor cushions and benches with pillows – so that guests could feel at home rather than sit stiffly. Guests were invited to go in their socks or barefoot, and were even offered a foot bath.

The content followed the website’s sections: careers, food, health, sex, relationships and parenting. The programme’s guiding principle was to be an entertaining, positive and solution-focused source of inspiration for life.