OPTIMUMーThe Original Form of Design


In 2002, the Japan Design Committee held an exhibition called The Original Form of Design. Original form means optimum, or most suitable. Commissioner Naoto Fukasawa selected those superior products that were designed to closely monitor the human environment, just as animals evolve adapting to their environment. The chosen designs are those that won’t lose value over time. The book’s editorial design utilizes a white background as an actual space, unlike in conventional cut out photos.


Planner/Composer:Naoto Fukasawa,Kenya Hara,Taku Satoh
Editorial Art Director:Kenya Hara
PH:Yasuhide Kuge
D:Kenya Hara,Kaoru Matsuno
Editorial collaboration:Nobuko Shimuta
Producer:Japan Design Committee