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Objectified: This documentary has its ups and downs, but it's good. If you are new to industrial design, it is going to give you a good view on how they make all these objects around us. More importantly, it will explain to you why they are the way they are, and what good design is all about. If you are not new to industrial design, it's worthy just to see Dieter Rams talking about design, and listen to Jon Ive getting all lyrical with his British accent. A perfect stocking filler for just $10. [iTunes Store]

New York Coffee Cup: It seems ordinary, and it is. It's not beautiful either. But with time and use, certain objects become popular icons that resonate through millions of photos, illustrations, movies and daily scenes. The New York "We Are Happy To Serve You" paper coffee cup, introduced in 1963, is one of them. Designer Exceptionlab collaborated with the Sweetheart Cup Company to turn the latter's paper cup into beautiful ceramics that actually feel like paper. The ordinary and disposable—180 million are used in NYC every year—turned into permanent design. $14. [Moma Store]

Lego Architecture buildings: There are many to choose from, including landmarks like New York's Empire State Building and Chicago's John Hancock Center, but my favorite is Frank Lloyd Wright's Fallingwater house, perhaps because I always wanted to live in a house like that in the middle of the woods. That or in a sailboat across the world. Or both. From $20 for the landmark buildings to $100 of the Falling Water House. [Lego]

Paul Smith wallet: I know, wallets are boring. But not these. Why? They have neekeed ladies. The pretty pin-ups wallets designed by Paul Smith come in different sizes and configurations. The leather is beautiful, and so is the printing. How do I know it? Because I have the one in the photo. Start at $195. [Paul Smith]

BeoVision 10: Hookai, so generally I don't like B&O's overpriced AV equipment. I don't like most of their designs either. They just don't seem honest enough to me, except for the BeoVision 10. If I wanted to have a TV, this would be the one. I'm partial to projectors and silver screens, though. $8700 [B&O]

Braun wall audio equipment by Dieter Rams: I don't care if they work or not. I just want two L 450 flat loudspeakers, one TG 60 reel-to-reel tape recorder, one TS 45 control unit, and a PCS5 turntable. That's how beautiful audio looked in the sixties, and nothing has ever come close. And you know, actually I'm sure that the units you can find up for auction—mainly in Europe—still work fine, unlike their modern counterparts. You can find them on eBay starting at around $400. [EBay]

IMPOSSIBLE Replica of the America schooner: Yes, it is a sailboat. It's also one of the most beautifully designed objects I've ever cross paths with: The replica of a 1851 schooner called America. The original went to England to challenge the Brits at their own sailing game and won, becoming the origin of the America's Cup race. It's an example of beautiful honest design, in which every detail answered a need, nothing was extra, and every element was beautifully handcrafted, in harmony with everything else on board. The 140-foot schooner can carry 49 people, although I would like one just to carry two grown-ups and supplementary little people all around the world, with friends coming and going all the time. Just too expensive for most of us.

DON'T BUY Gadget cases: I have a hard time thinking about Jon Ive getting pissed off, like they would say in Inn-Gland. So calm, so civilized and zen and British... until he sees someone using an iPhone with a horrible case around it. I imagine he goes bonkers every time he sees his beautiful iPhone—one of the most minimalistic and beautiful electronic objects in existence—wrapped in a bag of naffness. Putting a case around a beautiful object is just not a possibility for anyone who really loves good design. I don't care if it's to protect it. I shattered my phone against the asphalt the other day to the tune of a $200 replacement, and I'm not putting it in a case. Why? Because beautiful objects are made to be enjoyed as they are, as the designer imagined them.

Sure, you can personalize them with a gelaskin or something that you make on your own. That's part of the life of the object too. But stuffing it into a fugly mass-produced plastic case? That's like someone putting golf pants in Michelangelo's David. Or your grandmother covering her sofa with a plastic cover. Or your going through life not loving or taking risks just because you are afraid you are going to break or get scratched. What's the point if you can't enjoy something fully? Exactly, there's no point. Don't buy. [Don't buy]

Don't forget to recommend your own favorite gifts for design lovers in the comments-include pics and pricing if possible.
All Giz Wants is our annual round-up of favorite gift ideas, including amazing attainable objects and a few far-out fantasies. We'll be popping guides catered to different interests several times per day for the next week, so keep checking back.

The clip is pretty interesting, even if you're not normally enamored with Apple. Ive is the most prominent tech designer of the last two decades, and I like his philosophy on "getting design out of the way." Hopefully the clip motivates you guys to go see the full movie, which is great, even if it doesn't reach the heights of Hustwit's previous effort Helvetica.

And that's exactly the point. Like Helvetica, director Gary Hustwit's previous documentary triumph about the most prevalent typeface on earth, Objectified sings the praises of those very people who, while not necessarily under-appreciated, definitely operate in the background—they design your stuff. It's a secret little world, and through Objectified, we get to live in it.

Take this lamp I bought at a flea market last weekend. I Googled the only thing on the bottom that would identify it ("WINDSOR L-10") and got zero relevant results. It's old, pre-internet for sure, so I wasn't surprised. But who designed it? It's so tiny and Wall-e like (essentially a hybrid of Wall-e himself and the task lamp Pixar uses in their logo)—I want to know more! Someone designed this, and I love imagining the moment of its conception.

My lamp only cost $15, so odds are it wasn't designed by any of the überheavyweights featured in Objectified: There's Apple's Jonathan Ive, Smart Design (of Flip Video fame) founders Davin Stowell and Dan Formosa, the legendary Dieter Rams of Braun, the folks at IDEO (who designed the first laptop, among many other things), Naoto Fukusawa (father of the Infobar), Chris Bangle, the infamous (and former) chief designer of BMW, and many others. It's a star-studded group. Also featured prominently is Rob Walker, who writes my favorite New York Times column "Consumed" in the magazine every Sunday—he is a joy in every scene he is in, including where he dreams of an ad campaign encouraging people to got out and use and be satisfied with the stuff they already own.

But what's great (and where Helvetica also ruled) is that Hustwit is a master interviewer. He gets his subjects to speak about what can be a jargon and marketing-voodoo laden industry with total clarity and comfort that folks that didn't go to design school can comprehend freely. Ive, holding up the single aluminum block from which a unibody MacBook is hewn while trying to control his massive biceps, speaks about how designers are ultimately obsessive, borderline neurotic people. He can't look at an object anywhere without seeing the multiple layers of intent involved-who designed it, who it's designed for, what it does well. To Ive, it's an illness.

To others, it's desire. Marc Newson, who designs everything but is famous especially for aviation-related like the EADS spaceplane, puts it this way: "I want to have things that don't exist yet," which I think we can all relate to here.

One place where Objectified gets somewhat tripped up is in its hesitance to boldly define the inherent conflict of the designer, especially now: good design should last and improve with time, which is often directly opposed to the interests of a commercial designer's clients who want people to keep buying things. This theme does come up in the film, but where Helvetica had the postmodernism vs. modernism conflict-in-a-bubble at its heart, which served as the perfect organizational structure to not only be entertaining, but to also school everyone in design theory, Objectified lacks a similar conflict by which everything can be defined.

I was disappointed to not see more of the good design vs. capitalism conflict mainly because it's going to be the most important concept in gadget design over the next few decades—not only for the environmental concerns, but because software is more than ever the representation of a gadget's heart and soul. This is not a new concept: when fondling the Grid Compass (the world's first laptop computer he helped design), Bill Moggridge of IDEO says it only took a few seconds for the user experience to be completely about the software interface on its 320x200 screen, with the hardware dropping away almost completely. And he designed it! As an interesting contrast, Naoto Fukasawa explains that in Japan, interactions with a tangible object are much more important, culturally, to the Japanese. Which makes sense when you see the horrid software being run by such a beautiful phone as the Infobar.

This concept also fits snugly in with a designer's environmental concerns—since software doesn't fill up a landfill, having hardware that can be re-upped to latest and greatest status over the web makes the earth happy too.

This choice to not hang the whole film on this idea was of course a conscious one, and it probably ensured a broader, more appealing film in the end. I just missed the elegance of everything fitting together into nice ideological halves in Helvetica.

But when judged alone, Objectified gets the job done beautifully and does for industrial designers what Helvetica did for graphic designers: lets us step into their frame of reference and greater appreciate, or at the very least notice, their omnipresent work.

Trailer:

More info: objectifiedfilm.com

Since we only care about Apple products here at Gizmodo, I see a Mac Pro, a number of iPods, MacBook Pro, a clickwheel, iPhone, iPhone SIM ejector tool (!!) and an original iMac...

Oh we kid. There's some fine Dieter Rams Braun action in here, just about every important chair from the last century or so, a Wii, Kanye's favorite glasses, a Swatch...so much goodness. As an aviation junkie though, I'm somewhat embarrassed to admit I can't place that profile of a flying-wing-type glider. Anyone know what that is?

Update: The guys who designed the poster, Build, are playing a similar game of "identify the iconic design" over on their blog, and they've provided a great high-res JPG of the poster to help make the game more fun. They also point out, as many of you have, that the word "Objectified" is hidden in the sixth row, and everything in the last row was used to make the film itself. Awesome.

You can grab one for $20 here: [Objectified]

Do you notice how incredibly clean this place is? I imagine aside from its rows upon beautiful rows of design stations and exotic prototyping tools, it must smell amazing in there. I don't know why but I'm picturing the greatest huffable atmosphere of new-gadget smell. Unfortunately, Objectified is not being released in Smell-O-Vision, but I can't wait to see the man leading Apple's design team in his element, which is a glimpse not many get to take; what other secrets lie within? We'll have to wait and see.

We brought you an exclusive look at the Objectified trailer earlier this month, and the premiere is now officially set for March at SXSW, with screenings in other major cities to follow. Check out more at: [Objectified]

We're lucky enough to be the first folks anywhere to bring you the trailer for Objectified, and I'm excited. Helvetica, is one of my all-time favorite documentaries because it distilled a daunting stack of design theory books into a film that was not only beautiful and entertaining but seriously informative—you didn't have to be a Swiss RISD student to appreciate it, even though there was enough back and forth about modernist and post modern graphic design theory to fill a seminar or two.

And by the looks of the trailer here, Objectified seems poised to do the exact same thing for industrial design, and we'll be learning from the best: That is, of course, Apple's Jonathan Ive telling us about the psychology of our gadget purchases in the first voiceover. We also see several heavies from IDEO, the major design firm responsible for the first laptop and Apple's first mouse, among other things, as well as Naoto Fukasawa, whose credits include the Infobar phones for KDDI/au (that you may have seen at Gizmodo Gallery) as well as his awesome wall-mounted CD player for MUJI. Present too are Dan Formosa & Davin Stowell from Smart, designers of the Flip cameras, and Dieter Rams, a legendary designer from Braun who was one of Ive in particular's biggest influences.

Objectified should be premiering this Spring. Watch for more info on the official site, and if you missed Helvetica, it's getting its US TV premiere on PBS tomorrow night (check your local station's times here) in a slightly abbreviated hour-long version. [Objectified]