Plus Minus Zero [±0]

It has been almost ten years since ±0 released its first collection in Daikanyama, Tokyo in September 2003. Since then the company has developed many products and received international exposure. Plus Minus Zero [±0] is a product design company based in Tokyo, Japan.

In their own words : "±0 removes the framework of such product categories as household electronics goods and household goods and treats them all as a single lifestyle tool. For example, when thinking of bread for breakfast, we also think about the toaster, the plate and the bread basket that go with it. When thinking about situations where coffee is prepared, we also think about electric pots, coffee drippers and decanters. Household electric goods and household items are not devices that stand by themselves in our lives– they exist in a state of mutual harmony. ±0 believes that designing things that coexist together is natural. It’s not just about matching colors or shapes; it’s about designing the harmony between these devices and life".

For all these years the design spirit and drive behind ±0, has been Naoto Fukasawa, who is also based in Tokyo. Fukasawa’s notions and expressions to approach essential values of things through design travel beyond borders or domains and his thoughts are well respected internationally. His concept for finding hints in subconscious behaviour of people which he named “Without Thought”, is most known and he runs “Without Thought” workshops to share his thoughts. Fukasawa collaborates with world leading companies and brands mainly in Europe and Asia while consulting Japanese leading companies locally. His area of work is broad and he works with various fields in design beyond categories.