This vacuum cleaner is carefully designed by reframing it as a tool which gives colours to people's daily lives, rather than as a household appliance evaluated by the specifications. Therefore it doesn't have even a powered-brush on the nozzle. Although it is simple and sturdy like commercial equipment, blended in with the household where it is used. Its modest, unobtrusive appearance assumes that it will be placed in a living space. Since it is extremely light (1.25kg) and has good weight balance, it is easy to handle and the user does not tire when using it.

Graduated from the Product Design course of Kyoto City University of Arts. After working at Matsushita Refrigeration Company (Panasonic) Design Center, he went to the UK and finished his master's degree program in Design Products at the Royal College of Art. He worked at Ryonin Keikaku (MUJI) Planning and Design Department and Jasper Morrison's London Office, before establishing Sosuke Nakabo Design Office. He got awarded many international design awards such as Good Design Award, iF Design Award, IDEA and Red Dot Design Award. Associate professor at Kyoto Institute of Technology.

WHAT IS ±0? The ±0 brand is something of a symbol that expresses the idea of being “just right”. People naturally try identifying tools that fit in with their lifestyle based on their daily experiences. This is also a search one makes themselves for their own preferences. It’s a bit like gradually narrowing down the scope of the waver of your preferences, restoring them to the left when they waver to the right, and then returning them back to the right when you return them too far to the left. The sense of something being “just right” lies where your preference is decided. A shape that is “just right” They create shapes that are loosely aligned with the trends or lifestyles of the time that do not get too swept away by fashion, shapes that can be used for a long time. A size that is “just right” Their products are a little on the small side. They aspire to the comfort that comes from returning to the right size following a greedy desire for size. A price that is “just right” They aim for affordable prices that allow you to purchase products when you desire them. As the name suggests, they want ±0 products to be firmly at the center of the waver in people’s preferences. They want them to be the golden mean, in the middle of peoples competing appetites. CORPORATE PHILOSOPHY By delivering products that blend in with the lives and living spaces of customers throughout the world, ±0 continues to provide a sort of unity to life. To that end, ±0 seeks out the inevitable form that an object should essentially take; without being swayed by the manufacturer’s theories regarding common sense and efficiency and not leaving any of the functions necessary to that object out, ±0 promises to carefully deliver each and every product with suitable quality and at a fair price. Through such corporate activities, ±0 seeks to contribute to the advancement of the world’s design culture.