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Design History


Artwork and Products Create
Ideas Satisfying Human Needs

"Avator," directed by James Cameron, was released in the previous year of 2009, to become a blockbuster, breaking the world box-office revenue record of "Titanic" filmed by the same director. The feature of the film, needless to say, was the breathtaking, high-quality digital 3D images. The story is told using cutting-edge screen technology and provided great satisfaction to many people for its innovative, unprecedented approach to the world of movies.

Following on the heels of smartphones, tablet PCs operated by a multi-touch interface are announced in 2010 and become a hot topic of conversation worldwide. As soon as they are commercialized, they sell beyond expectations. Later on, the selection of tablet PCs widens, and a new category of devices is established.

The reason for success of the tablet PCs was, in a sense, how it positively met the needs for something simpler and more convenient than a PC while having higher performance than a smartphone. What is important is the ability to accurately interpret the times and human needs and create accordingly.


Launched in 2010, Daikin "Emura" was a product developed in response to human needs unique to Europe. Residential air conditioners in Europe are only used three months a year: during the remaining nine months they are left unused and therefore, require an attractive appearance as part of the room furniture. With a bold shape in sync with local culture and crafted in high quality, the "Emura" design won three design-related awards (iF, red dot and Good Design Award).

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