you have this curvaceous choice. the designer spent a great deal of time worrying about what might turn people on, and what might turn people off. their quest was to marry practicality, one that works -- with a sense of style and beauty to create an object of desire. something you not only wanted to own but hopefully also wanted to keep. >> that's really the role of a designer, i think, is to make objects that people really connect with and cherish. that's one of our roles. obviously in this case it's not just about prettifying but the underlying problem to get people to adopt this stuff because obviously that's in everybody's interest. >> reporter: that is if money is not too much of an issue. funky costs. each one is nearly 20 pounds, that's up to 20 times the price of some other low-energy bulbs. and according to the founder of the design museum, it's a shame that as with many other products designed in the uk, they're manufactured abroad.
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