MiLLiSECOND・Aluminum metal measure 2.0m
Client : Takeda inc. / TAKEDA DESIGN PROJECT / 2014
WORK : Branding Concept creation、Product design、Rogo design、package design、Grafic design、Sales support
The body of "MiLLiSECOND aluminum metal-measure 2.0m" 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 favorite keychain, strap & etc.
We work branding including product design with the theme of design that attracts attention in a moment for Takeda inc.
-Material: Aluminum body/tempered steel tape measure/coiled stainless steel spring
-Size & thickness of body: 48.0mm diameter except hook & 13.0mm.
-Tape measure length & width: 2.0m & 6.0mm.
-Gross weight: Approximately 40 grams.
-Anodizing on aluminum body.
“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.
・ Designed by Hidebumi Yamaguchi www.caroinfo.info
・ Manufactured by Takeda Inc. TAKEDA DESIGN PROJECT www.takeda-dp.com
Background of development
MiLLiSECOND metal tape measure is the first released products from MiLLiSECOND brand. We have interested that it was the specificity of the measure market.
The tape measure is just the tool but it has been using since ancient times and it is still familiar to many people. Also even if you just bought the tape measure, immediately it would not become out of date so that it can be said that it is a so-called mature product.
On the other hand, the tape measure that it is selling in the market currently is just providing at the “lowest price” which is the top priority with overwhelming percentage. So it is the prejudice market exceedingly.
As a result, it is causing the situation that there is no choice to the user with passion for a long time as a tool.
Against this situation, we development team determined that according to the designer’s knowledge collaborating with Takeda Inc’s metal processing power, if we put the valuable item into the market, it would be recognized by the user as an attractive choice never before.
Sophisticated milling technology:
The MiLLiSECOND metal tape measure’s body is being produced and milled an aluminum ingot with a high precision. The milling quality is directly connected with appearance of the quality and attractive of quality. This manufacturing method is being used by sophisticated milling technology of Takeda Inc. The surface of the aluminum after milling is treating an anodizing on aluminum so that it will be improved the corrosion resistance or abrasion resistance and also at the same time, the user will be able to have something wonderful smooth feeling by fingers.
The form that is appealing to the tactile sensation
The form that is appealing to the tactile sensation
On both of the sides body are providing the bowl shape depression so that the user should have the comfortable feeling on the depression that it will be just fit in the fingers. In spite of the form that does not have complex curved, the user will feel a “silky feeling” about it.
The design that is appealing various using suggestion
The design that is appealing various using suggestion
The frame of the body is provided 2 oblong holes and 1 round hole. The user will be able to select these holes according to own preference, use & wearing method. For example, in case of a round hole, if the user can be put a neck strap into a round hole, it can be put on the neck or if the user put the O-ring into oblong hole, it will be a key chain. The designer's aim was simply not only to consider the form of measure as an object but also it was to be suggested to the style that the user wears a tape measure or how to use.
・The high precise measurement module
This tape measure is the 1st grade JIS(Japanese Industrial Standards) 6.0mm width by Japanese made and also is adopting the zero point correction by the hook. The zero point correction: It means that the hook will move to the outside or the inside too. If you use the outside of hook, you can measure to push the hook to the end of point but if you use the inside of hook, you can measure to pull the hook to the end of point.
Black edition
・AWARD
• Design For Asia Awards 2017 Bronze Award / HONG KONG
MiLLiSECOND metal tape measure , Fiber measure and Reel won the following.
Design For Asia Awards2017 Bronze Award
https://dfaa.dfaawards.com/winner/?l=en
In 2017, A total of 186 awardees are recognised in the DFA Design for Asia Awards 2017, including 9 Grand Awards, 1 Grand Award for Culture, 1 Grand Award for Sustainability, 1 Grand Award for Technology, 4 Grand Award with Special Mention, 11 Gold Awards, 27 Silver Awards, 55 Bronze Awards, and 77 Merit Awards.
・DFA / Design For Asia Awards
The DFA Design for Asia Awards is the flagship programme of the Hong Kong Design Centre, celebrating design excellence and acknowledging outstanding designs with Asian perspectives. Since its launch in 2003, the DFA Design for Asia Awards has been a stage upon which design talents and corporations can showcase their design projects internationally.
• The A'DesignAward 2017 platinum / Italy
(Highest award)（Platinum of the highest award is 1% award rate of all works）
MiLLiSECOND Metal & Fiber Measure won the highest prize at The A’DesignAward 2017(Italy) .
The A 'Design Awards are awarded for the achievements of various categories. The prize has five ranks of platinum, gold, silver, bronze and iron, and is awarded to all design fields.
There is also an invitation system from The A'DesignAward , and designers, companies, institutions from all over the world will be invited to select the best competition. Milliseconds participated in the invitation this time.
• The A'DesignAward
In 2010, it is an award that was established to create a recognition of the principle and practice of excellent and good quality design. All works participating in the A 'Design Award are subject to rigorous review by internationally renowned academics, famous journalists, designers, executives and other international judges, and final selection results will be announced in mid-April every year.
Headquarters: Milan, Italy (Como)
・German Design Award 2017 「Winner」 / Germany
The German Design Award MiLLiSECOND metal tape measure won the following.
The German Design Award 2017 Winner prize
Excellent Product Design Category: stationery
The German Design Award is the top international prize of German Design Council.
Its goal: to discover, present and honor unique design trends. Therefore, every year, top quality entries from product and communication design are rewarded, all of which are in their own way ground - breaking in the international design landscape. The German Design Award is one of the most well - respected design competitions in the world and is held in high regard well beyond professional circles.
Nomination and the jury
The competition sets the highest standards when it comes to selecting the prize - winners: thanks to the unique nomination process, products and communication design services are only invited to participate if they stand out demonstrably thanks to their design quality. The awards Gold, Winner and Special Mention are conferred each of the competition categories.
Winner pages >
・JIDA DESIGN Museum selection Award 2016 / Japan
・ iF DESIGN AWARD 2016 / Germany
The iF DESIGN AWARD is one of the most important design prizes in the world. For 65 years, designers and manufacturers have strived to win the internationally renowned iF label for design.
Winning an iF DESIGN AWARD is a seal of quality for exceptional design and outstanding services. For consumers and users, it is a symbol they can trust.
http://ifworlddesignguide.com/profile/6881-hidebumi-yamaguchi
http://ifworlddesignguide.com/entry/171645-millisecond-metal-measure
・ JAPAN STATIONERY GRAND PRIZE 2015 Design section Grand prize / Japan
(Highest award)
・ JAPAN TSUBAME INDUSTRIAL DESIGN CONTEST 2015 Minister of Economy Award
(Highest award) 2015 / Japan
【海外展示】
・ 2017年 2月 German design Award 展 ドイツ ・ 2016年 10月 「IF DESIGN Exhibition」 ドイツ
・ 2016年 2月 「アンビエンテ」 ドイツ フランクフルト
・ 2016年 1月 「メゾン・エ・オブジェ Paris 2016」
・ 2015 5月「IINDEX」ドバイ
