Hidebumi Yamaguchi & Takeda Inc. MiLLiSECOND Reel
MiLLiSECOND Reel is Golden Design Award winner in 2016 - 2017 Prosumer Products, Tools, and Machinery Design Award Category.

The body of "MiLLiSECOND reel" has been made in the processing of aluminum shaving. When you had a center of the body with edged form, you can feel the hollow that just fit your fingers because it is a process unique to shaving. In addition, there are 3 holes at the outside that you can put your neck strap, card case & etc. The line is using the organic fiber that high level strength elastic modulus (hanging weight limit is about 40 grams)

Hidebumi Yamaguchi & Takeda Inc. MiLLiSECOND
Hidebumi Yamaguchi & Takeda Inc. Reel
Hidebumi Yamaguchi & Takeda Inc. design
Hidebumi Yamaguchi & Takeda Inc. design
Hidebumi Yamaguchi & Takeda Inc.

What I am interested in is not "what kind of product I should create" but "what kind of 'feeling' I want to create". My attitude to DESIGN is generated spontaneously through my work. I work on product design mainly, including a super computer for R&D, processing equipment for micrometer cutting, a digital camera, a cell phone, furniture, a chair, a clock, etc. Products in various fields are developed simultaneously in our studio. The situation goes with searching for industrial cutting & processing equipment, a chair for living room, and a concept of new digital camera all at once. When the situation comes to be a part of daily life, beyond the superficial differences, “common terms” emerges out of fields those seem to be very different. These “common terms” are simple disarmingly. That is, every product is made for “people” and a designer plays a role to bring the direction of product development around “feeling of people”. Views of a designer who stares at “people” have power to make engineers with further specialized expertise than the designer move at fierce development site in a flurry of complicated technical terms. As our activities are expanded from product design to environmental design, and to service design without having definitive form from now on, the importance of asking about “what kind of ‘feeling’ we want to create” will increase.

Takeda Inc.

“Millisecond” brand: Millisecond is 1 second block of the 1000 minutes, that means "a moment”. Sometimes “in a moment” we meet on the value that is appealing. For example, the sculptures that are appealing to the moment we just saw, the music that you will love the moment we just heard, the tool that you can experience the superior functionality at the moment you just touched. The something that the brand “MiLLiSECOND” aim is to provide such a “Valuable moment” in people’s lives. The brand logotype is also the notation of “minus 3 power of 10” representing 1/1000, it has used as it is. MiLLiSECOND is making up by the collaboration with Hidebumi Yamaguchi who is the product designer that activity base in Tokyo together with Takeda Inc. who is producing the metal processing business located in Tsubame, Niigata, Japan.