The young designer Hironao Tsuboi is the hero of all underestimated household objects, or at least that is what he says. He wants that people offer more attention to everyday things. How could this aim be reached if not by beautifully unconventional design?
Hiroano Tsuboi calls himself a chance-catcher designer. The idea for his popular stand-umbrella for example, came suiting a rainy day in Tokyo. He was angry since it took a while until he was able to open his umbrella. The idea for a stand-umbrella of 100% was born. So much practical creativity also convinced the jury of the red dot design award in 2007.