“Mobile = Mobility”.
Japanese creators from budbrand are sending their “outside the box” designs to the world. When humans think about convenience, “mobile” is an indispensable concept. The “mobile” mentioned in this year’s theme does not refer to things like electronic devices or applications premised on digital technology. Rather, it means something that allows its user to take a break anywhere, anytime. Or have a party. Or play. The idea is to “mobilize” things that ordinarily we would never conceive of carrying around or that are fundamentally too big to move. This underscores the creation of unique products that are not only convenient, but give shape to something interesting and unexpected and prompt the reaction, “Wouldn’t it be fun if we had something like that!” Changing how we live and feel in our everyday lives by mobilizing things we have always assumed impossible to pick up and carry around – we’re conducting a wide-ranging search for ideas filled with such dreams.