In 2002 Oki Sato founded nendo design studio. nendo means ’clay’ in Japanese – or more specifically, modelling clay such as plasticine. A unique material that makes it easy to do creative modelling. As Oki Sato explains: ”The name is appropriate for a studio that needs to develop design solutions for a host of very different clients”
Oki Sato does not look at design like many iconic designers, who have focused on the mantra, ’form follows function’. He also looks at the history behind the product and its design.
His expression is minimalist, but contains small signs and details that immediately arouse memories. He employs soft, friendly shapes which make his designs appear comfortable from first sight.
Hear more about NJP in the video below: