NTT docomo

A smartphone people use as a tool
With this, we aimed at something that could be called a standard amongst all of the numerous smartphones around. In order to achieve this, we considered what was optimal in terms of tools that people use, and reexamined each and every aspect. The product was afforded a square form in line with the square screen, with careful consideration given to the proportions so as to achieve an aspect ratio that appeared natural. Rather than a single R, the external R have been attributed free-flowing curves that feel comfortable in the user's hand. The color is neither jet black nor stark white, neither cool nor warm, but rather a neutral grey. Not locating the logo on the back relieves this product slightly of its electronic equipment aesthesia; when placed face down on a desk, it looks like a type of stationery. Every aspect of this product has been fine-tuned; this standard is one that feels easily accessible to the user.


Design : Kazushige Miyake, Daisuke Ishigami
Photo : Goichi Kondo