Gold Furniture Design · 2018
Brooklyn Laundreel Laundry belt indoor
- A' Design Award 2018 Gold Winner in Furniture Design
- Awarded April 15, 2018
- CLIENT: Material World
- Estimated Number of Design Views: 47,273
- Verification code 4984CCA188 · Verify this award
About Brooklyn Laundreel Laundry belt indoor
This is laundry belt for interior use. Compact body that is smaller than Japanese paperback looks like tape measure, smooth finish with no screw on surface. 4 m length belt has total 29 holes, each hole can keep and hold coat hanger with no clothespins, it works for quick dry. The belt made of antibacterial & anti-mold polyurethane, safe, clean and strong material. Max load is 15 kg. 2 pcs of hook and rotary body allow multiple way use. Small & simple, but this is very useful indoors laundry item. Easy operation and smart install will fit any types of room.
Tomohiro Horibe's Laundry belt indoor represents a distinguished contribution to the evolving discourse surrounding domestic utility objects and their potential for aesthetic refinement, emerging from a design philosophy that refuses to accept the conventional binary between functional necessity and visual pleasure. This award-winning work participates in a broader contemporary movement toward elevating quotidian household items beyond mere utilitarian status, suggesting affinities with the material restraint and formal purity associated with Japanese design traditions while simultaneously engaging with Scandinavian and Bauhaus legacies of functional beauty. The designer demonstrates considerable sophistication in resolving the perennial challenge of the retractable clothesline, a domestic fixture historically relegated to visual marginality through concealment or resigned acceptance of aesthetic compromise. The compact wall-mounted housing achieves geometric elegance through careful proportion and refined surface treatment, its white finish allowing seamless integration into contemporary interior environments while the perforated belt introduces subtle rhythmic interest through its regular aperture pattern. Technical accomplishment manifests in the evident precision of the retraction mechanism, the smooth operation implied by the demonstration gesture, and the thoughtful termination detail of the hook element. The inclusion of a human hand within the presentation image serves multiple communicative functions, establishing scale, demonstrating intuitive operability, and emphasizing the designer's commitment to ergonomic consideration. One might observe how this work invites reflection upon the broader potential for design thinking to transform overlooked domestic necessities into objects worthy of conscious appreciation, suggesting that beauty and utility need not occupy separate categorical domains. The viewer is encouraged to consider how such thoughtful interventions in everyday material culture might collectively contribute to enhanced quality of lived experience within domestic spaces.
Press Kit
- Unique Properties
- Laundry belt for interior use, compact body smaller than paperback just like tape measure, all white clean finish and smooth no sharp edge detail, no screw on surface. when we use this, pull out the belt and lock at any length, max 4m length. the belt has holes total 29, and holes can keep each coat hanger. laundry item max load 15 kg, strong enough. 2 pcs of hook and 180 rotary body allow 2 way use in 1 room.
It is also possible to hang a coat hanger on this special hook. - Dimensions & Packaging
- Width 135 mm x Height 100 mm x Thickness 47 mm, Weight 650 g. The belt length 4 m. Body; ABS resin · Surface coating (White mirror finish), 180 degree rotation type
Internal; Aluminum die-casting gear, double lock system, slow winding mechanism
Belt; antibacterial, anti-mold treatment polyurethane, maximum 4 m, with hole processing (29 holes).
accessories; 2 dedicated hooks, screw, hex wrench, instruction manual
Box; Package design that can also be used as a gift - Tags
- Laundry, Compact, Simple, easy operation, Small, Interior, Unique item, livingware
- Production Technology
- The most important parts is the belt. It has to be strong enough for hanging many wet clothes and towels, etc..
It has to be clean and safe too. We adopted the belt conveyor material used in the food factory. It has HACCP certification and antibacterial, anti-mold treatment polyurethane, it's very strong.
Inside body, we adopt a strong aluminum die casting gear and a spring which clears the durability test of over 10,000 times.
We say maximum hanging load is 15 kg, but actual strength is more than 45 kg. we did several loading or tensile strength test.
Each user does not measure the total weight of laundry item, 15 kg means to keep safety usability and long-term durability. - Design Challenge
- In order to combine the body cover made of ABS resin, screw fixing was necessary, but I did not want to expose the screw on the surface.
By making the screw hole deeper and covering with the magnet, the surface design was kept clean. And it became fixed without fluctuation when storing the main body with the magnet. - Project Duration
- This product design started October 2011 in Tokyo and finished in April 2013 in Tokyo, and was exhibited in GOOD DESIGN AWARD in September 2013.
- Operation Flow
- You can use this Brooklyn Laundreel as laundry belt for interior use. Simple & Compact body fits any types of design room.
Only when you use this, pulling out belt and lock. Max 4 m length and max 15 kg load belt is good enough for your daily laundry life.
Instead of the electrical Laundry dryer, use this. Save energy, and keep your clothes good condition without shrink or damage. - Research
- Based on the size of the general room of Japan 8 tatami room, the length of the belt required a sufficient length for 2-ken (3.6 m). And in order to express how compact the body is, we examined the size of the paperback book and dimensioned it to be smaller than it.
- Inspiration
- For laundry, dry outside under the sun is the best, but in these days, we have some difficulty to dry outside. PM 2.5, air pollution, hay fever, also sudden squall, privacy issue in downtown area, life style change working until late night are all our problem. Instead of using dry machine, just dry inside room is popular in Japan. Save energy, no shrink or damage clothes. However, we do not have smart gear for that. I would like to solve this by making new good design product.
- Patents
- Copyrights : Brooklyn Laundreel Registration number 5665909
List of goods and services 21
Owner of the trademark right TIME&GARDEN CO., LTD.
Application number 2013-088879
Filing date October 31, 2013
Registration date April 25, 2014
Colors of Brooklyn Laundreel Laundry belt indoor
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G0E26 ShopDesign Interview about Brooklyn Laundreel Laundry belt indoor
Based on Tape measure shape, but key design is oblong. top view, and holes on belt are oblong which is inspired by I-phone 5 bottom form. No edge, not sharp, no screw on surface, just simple.
In Japan, when it rain outside, or winter time, we prefer to dry clothes inside room after washing rather than by using laundry dryer, in order to prevent from shrinking clothes, and save electric energy. However, dry clothes inside room occupies space. I tried to make it small as much as possible and just simple to assimilate on the wall when it installed. Compact, but very useful product I wanted.
I would like to promote this result to Japanese market, and if possible, I would like to export this products to the other countries.
Almost 1 year.
Actually, my supplier had basic ideas, but first trial sample designed by them was not good. Then, I offered to design by myself.
This product is manufactured by supplier based on my design, not by myself. I cannot make any product because I have not production line, but I am selling this product as our original design products.
Indoor clothes dry products selling by other companies are not good design at all for me, destroying interior design. So I would like to solve these problem. That is my biggest motivation of this work.
I-phone. I-phone shape and form are really good for me. And compact body, but very useful for us. It gives me a lot of ideas.
I would say target is housewife. Main person who use washing machine and dry clothes. However, person living alone is also the target of this product.
Holes on the belt. It is simple idea, but breakthrough idea. Holes are to keep each hanger and not shifted. We even do not need to use clothespins.
"Brooklyn" means catenary curve. When it load many clothes on max 4 m length belt, the belt bends like a catenary curve.The Brooklyn bridge which is the most beautiful building with a catenary curve, so I took this name. "Laundreel" is Laundry + reel, my original word.
I only use pencil and paper, my staff made CAD drawings.
2 way use. Rotary body + 2 hooks allow 2 way use in 1 room. For example, case 1 is 4 m length and dry clothes a lot. Case 2 is 1 m length at the corner of room and keep Jacket, coat, like open closet.
Mr. GOTO who is supplier guys. I designed this product based on his original ideas.
Save electric energy. Daily use product, but not destroy interior design.
Other product max load weight was 8 kg. So we tried to maximize this load weight. This product max load is 15 kg, however nobody measure clothes weight each time, so we produced 45 kg possible one that is 3 times load. We passed several test at official test facility.
Select belt material. Have to be strong enough, have to be clean. we tested many materials. Then, we found the belt that is used as belt conveyor of food factory. It is very strong, and Antibacterial and Antifungal processing material.
Actually I did not know A' design award, but I have got the letter of recommendation.
If I am not satisfied, even small issue or detail, Do not compromise.
Grand Interview about Brooklyn Laundreel Laundry belt indoor
Japanese homes are generally small, with limited balcony or veranda space. Additionally, in urban areas, factors such as air pollution, yellow dust, pollen allergies, privacy concerns, and changes in lifestyle—such as the increase in dual-income households where no one is home during the day—make it difficult to dry laundry outside during the daytime.As a result, drying laundry indoors has become more common; however, there were no smart solutions available, making it a recognized pain point in daily life.While clothes dryers do exist in Japan, they are not used frequently due to high electricity costs, as well as concerns about shrinkage and damage to clothing.That is why I took on the challenge of developing this product.
When setting the belt length, our top priority was ensuring that it could be used across the longer side of a standard 8-tatami Japanese room, which measures 3.6 meters (two ken).After achieving this, we wanted to ensure that when not in use, the device would not disrupt the aesthetics of the indoor space. This was crucial because, as previously mentioned, Japanese homes typically do not have a dedicated laundry room, making it common to dry laundry in the living room or bedroom.
As an architect and designer, I often face conflicts between creating aesthetically pleasing spaces and integrating structural or equipment-related elements. Equipment such as lighting, switches, outlets, air conditioning units, detectors, and access panels can disrupt the design of a space. Ideally, both designers and residents prefer to minimize the visibility of such elements.People want to live comfortably in small spaces without having conspicuous equipment disrupting the aesthetics. Understanding this contradiction deeply, I aimed to create a product that successfully balances functionality and design.
When drying laundry on the belt, hangers are not always used. Items like towels are often draped directly over it. This means the belt's surface is prone to getting dirty or even developing mold due to dampness.Since no one wants to hang freshly washed laundry on a moldy belt, we sought a material with antibacterial and antifungal properties. During our search, we discovered that conveyor belts used in food processing plants had these exact characteristics. In addition to being antibacterial and antifungal, these belts also offered superior strength and durability, making them a highly reliable choice. The HACCP certification further reinforced our confidence in this material, ensuring both safety and credibility for our product.
The inspiration for this product’s design came from Apple’s iPhone. We were drawn to the iPhone’s sleek design, free of protruding parts or visible screws, and aimed to apply a similar approach.However, securing the outer casing still required screws, which led to the need for a cover. Instead of using a standard cover, we decided to integrate a magnet, allowing it to serve both as a cover and as a functional element that keeps the unit neatly stored when not in use.Additionally, the product’s top-down profile closely resembles the shape of an iPhone’s side power button.
Internally, the unit features a robust aluminum die-cast drum. While the exterior is made of plastic, the core of the product is composed of high-strength components. Additionally, the belt material itself is highly durable.Although we officially specify a weight limit of 15 kg, our testing has shown that the belt can withstand up to 45 kg in load-bearing and tensile strength tests. This ensures that users do not have to worry about weight limits when drying laundry. We also considered scenarios where users might hang heavier items, such as bedding.Since the belt is extended and retracted daily, the retraction mechanism is a critical component. We conducted extensive durability testing, performing tens of thousands of retraction cycles. To ensure long-lasting performance, we chose the same spring mechanism used in automobile seat belts, as these undergo rigorous durability requirements.
An 8-tatami room measures 3.6m × 3.6m. As previously mentioned, the maximum belt length of 4.0m was set to allow usage across the full span of such a room.Another important consideration was the variability in room layouts—differences in window placements, door positions, and furniture arrangements. To ensure adaptability, we designed the product to be usable in multiple orientations. By allowing a 180-degree rotation, it can be mounted in any direction.Additionally, we included two belt hooks to offer two possible drying directions. This allows users to extend the belt either fully across the room or only partially when drying smaller loads. Since Japanese homes are compact and people remain in the room while drying laundry, space efficiency is crucial.
Despite being a niche product born out of the unique constraints of Japanese housing, it was a great honor to receive a Gold Award for its design excellence. This recognition reassures us that even highly specialized ideas can be appreciated internationally and serves as motivation for future design endeavors.
Since this product is designed to dry freshly washed laundry, maintaining its cleanliness is paramount. Antibacterial and antifungal processing was chosen to ensure this. Additionally, the product is white, making any dirt or stains immediately visible, encouraging users to keep it clean.We sometimes receive requests for black-colored versions, but we decline these as dirt would be less visible, compromising hygiene maintenance.
While new energy-powered drying technologies may emerge, the demand for natural air drying without energy consumption will remain. In small living spaces with many constraints, innovation thrives. We hope the Brooklyn Laundreel design process will serve as an inspiration for future product developments.