It used to feel like Naoto Fukasawa, designer director of the company as well and founder of product brand ’±0’ liked to tease. Every time the award-winning designer (fifty prizes and counting) released a new cult object; it was very boringly only "big in Japan". Thankfully he has finally decided to share the design love with Europe.

Plus Minus Zero produce and design domestic items with the philosphy that they should appear to “have already existed”, i.e. objects that are subtly useful without screaming, “Look at me I’ve just been purchased from a very expensive design shop”. The company's collection consists of of around twenty covetable pieces that range from umbrellas to electronics and includes a humidifier, LCD screen, mini disc player, (Naoto Fukasawa is the famed designer of the wonderful Muji wall mounted CD player) torch, rug, electric coffee maker, telephone, and toaster.

New for Autumn/Winter 2008 is, the “Wall Clock”. It's face, hour markers and hands are produced in the same colour, making it appear as if it were a sculpture (this is not an object for those of you who depend upon a kitchen clock when returning from a big evening), leaving you dependant on the contours of the shadows to determine the time. When, cell phones, computer screens and wake up calls tend to scream the present there is something ever so mysterious, about the ever so gentle nudging of the hour.

Kerry Olsen

Source: Plus Minus Zero design, Naoto Fukasawa, Muji

Photo Credit: Plus Minus Zero design