Nendo’s cofounder and chief designer Oki Sato observes stories all around him. He has dedicated his life to observation of the everyday and the ordinary. For him, the most successful designs begin as simple ideas that evoke an honest and empathetic response from people. Sato cherishes what he calls the “!” moments in design, when a product or place is able to provide a simple yet evocative experience. Fellow Japanese design titan Naoto Fukasawa reflects upon a similar preoccupation with what he calls the Super Normal: “It’s much more of a quietly seen unseen, a refreshing surprise that awakens the person who had thought of looking for something obviously special in design by instead reconfirming what we already hold important … Things that possess a quality to shake us back to our senses are ‘Super Normal.’” Much of Nendo’s work occupies this space, combing through our daily experiences, seeking to resonate with a hidden part of ourselves. For Nendo, the chair is an archetype, an object normalized through repeated and unconscious use. Sato acknowledges the self-consciousness inherent in the act of design and uses this to elevate the humble chair. He imbues each chair with a story, a type of ... , Alden Rose, read more http://ift.tt/2aAke0O
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