In our everyday lives are hidden things that appeal to our sense of fun. We decided to find these things and, using our knowledge of design, create a series of products that encompasses these hidden elements. Despite there being an overflow of items around us, people don’t seem to be moved by them in any way. Maybe it’s because they’re tired of the mundane... they’re bored... So we decided to reset everything back to Aquarium With Sense and start making the kind of things that people really want.

The Search for Inspiration
"Even if there's something that I want, when it comes around to actually finding it, there are surprisingly few things that I want to buy". Have you ever had this kind of experience? When you look around, what seems to be easy to find - something good - is actually not easy to find at all. This is said to be an age where things don't sell. It's true that the things we see around us are not lacking in any respect, and that more and more we are paying for services and experiences in addition to physical objects. So when we say that there’s nothing that we want, it’s not really true. When anyone discovers something good, they do so because of a sudden flash of inspiration. This is an amazing instinct. But this instinctive sense seems to have weakened slightly in recent times. There are surprisingly few good items around us, and inspiration just doesn’t hit us. This is because the market is overflowing with so many things that both adults and children have become tired of them.

Escape from “Boring”
Despite our society being filled with things, none of them move people at all. Inspiration does not come into play. In a word, it is because these things are ”boring”! We formed “Aquarium With Sense” because together we wanted to open the doors to a new world, to escape from this idea of “boring” that permeates each and every area of our lives. Our idea is to reset this feeling of boredom and the creation of boring things to Aquarium With Sense, and start afresh to create the kind of things that people really want.

The Product Art Collection
The theme for the Aquarium With Sense collection is “Product Art”. Product Art is a new genre born inevitably from the lifestyle we follow today. Products that are highly reliable, they can be enjoyed in much the same way as art is. The collection consists of products found in our daily lives – household appliances, audio-visual equipment, interior furnishings and household miscellaneous items, but these products are sure to awaken your senses in a way that other products never have before. Product Art, while blending naturally into our lives, takes away commonplace ideas and common sense, and adds something that makes your heart beat faster. Not only the surprise you get when you first see something (First wow!), but also the feeling that suddenly hits you while using that thing; that “Oh, I see”, kind of feeling (Later wow!) await you. That’s the beauty of Product Art.