Siwa, paper design by Naoto Fukasawa

People have their own favorite designers. My favorite “product” designer is Naoto Fukasawa. He is well known for the designer of the fan-shaped CD player by Muji. I love his minimalist design so much that I flew for his Tokyo studio, Plus Minus Zero, to consider buying a humidifier for the stimulus of my experimental studies. Interestingly, he once worked with Samsung to design its printer.

Johnny @ Spoon & Tamago


Recently, I found his name on an unexpected place. I visited a small store called studio M nearby my house. It sells his paper (or seemingly half-paper-half-leather) products named SIWA. Soon I realized that his design philosophy seems to match low-tech products (e.g., pencil cases and hand bags) more successfully than electronic gadgets (e.g., CD players, humidifiers, and printers), differently from Dieter Rams. “Some” Minimalist design principles may work better for “some” materials or “some” products. 🙂

DML_Naoto Fukasawa 02

DML_Naoto Fukasawa 01