Plus Minus Zero: An Escape from Boring

As seen in my article in InsideOut magazine.
Japanese designer Naoto Fukasawa (who has designed for Boffi and B&B Italia) describes his product design philosophy as “an escape from the idea of boring.” As you peruse Fukusawa’s Plus Minus Zero showroom you’ll soon find that though all the items are everday objects – everything from household appliances to interior furnishings – they are all imbued with an elegance that makes them simultaneously futuristic and lovely. A pair of black and white salt and pepper shakers shaped like space-age maracas ($31) or a gray “torch” flashlight ($63) elevate the mundane to the sublime. Plus Minus Zeoro’s website features an informative online store, though you’ll need to be able to read Japanese to complete the transactions.

Plus Minus Zero
3-12-12 Kita-Aoyama, Minato-ku,
03-5778-5380
www.plusminuszero.jp