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![Seoul National University / Hongik University The HING (Cho Yonu / Yang Hee yonu) [BELU]](img/winners_name2.gif)
Work Concept
The reason why we chose a shape of classic bell is we want people recover a sense of listening sound from specific object. Basically sound is made by physical process. People imagine sound from object, it's instinctive happiness. But mobile phones take away the happiness by making sound with digital process. "BELU" helps people get it back with retro metaphor. And also "BELU" has a genius usb cable in it. It's all your mobile buddy
Judges' evaluation
It’s a USB cable which can be stored neatly in a bell-shaped object. When not in use, connector portion is stored in the bell section without the cables getting tangled. This is a fun item in a way that it has a nifty way of storage, an interesting movement of cable, and a bell icon that bring out retrospective feelings.
Awardee's comment
Most of all, we are happy so much to get a prize at the iida Award 2011, one of the best famous international design competition. While we were preparing this competition, we struggled to understand people's needs about mobile lifestyle life and concentrate on representation for simple but easy to understand. We think “KDDI” has done good works in mobile market and design field. They have made mobile phone line-ups constantly in design priority. They suggest something cool beyond fashion item to people. We hope people to feel “BELU” as like that also. “BELU” stands on a crosspoint between iconic and affordance. It will invite you to an extra-ordinary life made with “KDDI” style.
