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Now24 October, 2019

Naoto Fukasawa — product design

Naoto Fukasawa was born in 1956 in Yamanashi, Japan. In one period of his life, Naoto dreamed of becoming an artist with Brown design, but at some point he completely went into the sphere of design. That is why Naoto Fukasawa decided to enter Tama University of Arts in Tokyo. Naoto successfully graduated from the faculty of artistic and three-dimensional design already in 1980. It was at this time that he was safely accepted into the company Seiko Epson, where he began his way as a designer.

Creating a design means giving shape to the values that people tacitly share with each other and to which they strive.

people said about him

Naoto Fukasawa is well able to notice these values and make an accurate sketch. His ability to visualize the «invisible aspects» of things is not easy to explain. But when you look at his work, you understand that he really knows how to do it.

IDEO

A very important and significant period in the life of Naoto Fukasawa came in 1989. It was this year that Fukasawa decided to move to San Francisco and he began working in a small company called ID Two, which after a while changed its name to IDEO.

At that time, their staff was only 15 people. After 7 years, Naoto Fukasawa decides to return to Tokyo, and in 1996 he decides to establish an Asian branch of IDEO company.

Now IDEO is the largest international industrial design agency.

First Design Bureau

In 2002, Naoto Fukasawa left the company IDEO and decided to open his first design bureau called Naoto Fukasawa Design in Tokyo. It took only one year to create his own personal brand, after which consumer goods began to be produced, which were in considerable demand.

Muji is a famous Japanese brand of Ryohin Keikaku Corporation.

In 2006, Naoto Fukasawa, along with Jasper Morrison, organized the Super Normal exhibition. Jasper often recalled how during the 2005 Salone del Mobile in Milan he talked over a cup of tea with Takashi Okuntani. He talked about cooperation with Muji, about the design of cutlery for the company Alessi, and decided to cite as an example the aluminum chairs of Naoto Fukusawa Déjà vu for Magis.

They have some kind of — normality

said Jasper

“They are supernormal!” — it was in this way that the name of that exhibition was born.

and then Takashi exclaimed

Aluminum chairs Déjà vu became the idea for creating a whole range of furniture made of pressed aluminum: bar chairs and a table in the set. As a result, it turned out quite a familiar story, but at the same time modern and universal, unique.

Once, having already become a very famous and successful designer, Naoto Fukasawa expressed his thoughts about design:

Design can be viewed as a process that not only provides the main function of an object, but also facilitates alternative functions that can be found in the active use environment of the object.

Simplicity and minimalism

Naoto Fukasava associated all his projects with simplicity and minimalism. Naoto has some connection with furniture, lighting fixtures, dishes and consumer electronics.

The project «Without thinking» for a company called Muji at one time highly raised and secured the designer over the rest and became one of his most popular and well-known projects.

This project brought the designer Naoto Fukasawa over 50 international design awards in 1990 year. Naoto was lucky to become the owner of even the prestigious IF Gold Award.

His concept of convenience and utility, simplicity for ordinary people, became the main feature of Fukasawa’s design throughout his life.

The design is not thought out in advance, it has potential for various options, it is studied in the process of working with it.

Brands

Today, Naoto Fukasawa collaborates with leading manufacturers in Italy, France, Germany, Switzerland, Spain, Scandinavian and Asian countries. He often lectures at his alma mater — the Tama University of Arts at the Faculty of Object Design, as well as at other universities, including advising various Japanese brands.

Alma mater is an ancient informal name of educational institutions, which initially gave mostly theological and philosophical education.

Brands that collaborated with Fukasawa:

Artemide, Apple, B & B Italia, Danese, Driade, Epson, Hitachi, Inax, Magis, Matsushita Electric, Muji, Nec, Nice, Samsung, Seiko, Sharp, Steelcase, Toshiba.

Haptic branding

It was Naoto Fukasawa who succeeded in introducing the “tactile branding” technique into the heads of various marketers and producers. The meaning of this technique is that the visual perception of the subject is only a part of our perception. Using the object every day, we get used to its shape, weight, texture, remember the bends of remote controls and computer mice, coffee pots and cups. We not only see, but also feel brands, and this must be taken into account when creating new collections and promoting them in the market.