Hugoo Ao Ata Jyva Rehegua ha Hi'a Guapyha reheve by Yasuhiro Yamamoto

Hugoo Ao Ata Jyva Rehegua ha Hi'a Guapyha reheve by Yasuhiro Yamamoto is a highly esteemed winner of the very prestigious 2024 A' Design Award Brónse in Mitã'i Mba'epyru Jejapo Competition Category.

BrónseMitã'i Mba'epyru· 2024

Hugoo Ao Ata Jyva Rehegua ha Hi'a Guapyha reheve

by Yasuhiro Yamamoto

Client: GRIT Inc

A' Design Award Brónse Winner in Mitã'i Mba'epyru Category

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Colors

The Design

About Hugoo Ao Ata Jyva Rehegua ha Hi'a Guapyha reheve

Hugoo ha'e peteĩ ao ata jyva rehegua oguerekóva hi'a guapyha oĩmavéva, ojeporuvaʼerã mitã ndive oñemboguata jave okápe. Ko bolsa opyta ijehegui peteĩ ao ata jyva rehegua ojoguáva, ha upéicharõ jepe omoĩ mitãme peteĩ guapyha akãngatuetéva ári. Oguereko irundy jyke, opa peteĩ tembiapoharã ojeíva, upéicha peteĩ bolsahápe ikatu oñemoĩ opa mba'e tekotevẽva peteĩ ára reheguáva okápe. Ijukyrã sa'yju, upéicha ikatu porã ohechakuaa mba'épa oĩ, ha peteĩ jyke omoĩ ha'e omondorõ peteĩ ojeporuháva oikuaʼapavo, ikatuháicha ojeíke hese pyʼa'ỹre. Ao ojejapóva ha'e CORDURA, oiporavopyréva iñatĩmbaʼe ha ipyʼaraʼãgui. Ha katu, mba'e reheve, oñemoñeʼẽma yvýpe hi'a guapyha ndojeporuvéiramo, Hugoo ojeporu gueteri ikatu ao ata jyva rehegua ramo.

The Recognition

About the A' Design Award Brónse

Hugoo Ao Ata Jyva Rehegua ha Hi'a Guapyha reheve ohupyty A' Design Award Brónse, peteĩ ñehechakuaa heta prestigioso oñeme'ẽva diseño sobresaliente-pe ojekuaáva creatividad, ingenio ha astucia rupi. Umi ganador Brónse ha'e artefacto hábil ha creativo ohechaukáva experiencia, imaginación ha recurso umi diseñador-pe. Oñeha'ãrõ Hugoo Ao Ata Jyva Rehegua ha Hi'a Guapyha reheve ha'eha peteĩ objeto ojehayhúva, admirado ha estimado, profesional ha innovador. Ko diseño ohupytýva A' Design Award Brónse ombojoaju mejor práctica arte, ciencia, diseño ha tecnología rehegua ha iporãiterei detalle rehe. Hugoo Ao Ata Jyva Rehegua ha Hi'a Guapyha reheve ombohory necesidad, ohupyty ipotapy, ombovy'a sentimiento ha ohenói curiosidad.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: It looks like an ordinary shoulder bag, but every detail has been designed for outings with children.

The string is 5 cm long, making it easy to take out the bag while carrying luggage, and the inside is made of yellow fabric, making it easy to see what's inside.
Furthermore, there is a pocket to take out a wiping sheet as it is, making it more than just a pocket, but everything is designed for child-rearing.
Also, when not in use as a hip seat, it can of course be used as a regular shoulder bag. So it is an item that can be used as a shoulder bag for many years to come, even after it has finished its role as a hip seat.
Dimensions & Packaging: Overall width: approx. 285mm
Height: approx. 165mm
Depth: approx. 105mm
Tags: kids,hipseat,baby,bag,baby carrier
Production Technology: Safety and durability are very important to us because we use it as if we were carrying a child.

The fabric is made of CORDURA, which is seven times stronger than nylon. Each one is carefully crafted by artisans.
Design Challenge: There were already many sling-type or waist-attached hip seats on the market, but shoulder bag-type hip seats did not exist. The major challenge was to design a hip seat that would be stable and comfortable for children to use, while maintaining the shape of a shoulder bag. After more than a year of repeated sample productions, we finally succeeded in designing the ideal shoulder bag with a hip seat.
Research: 1,500 moms and dads were surveyed about what they carry with them when they go out. Based on the results, we designed four pockets according to their roles so that they can go out with one bag.
Inspiration: Having a lot of luggage for outings with children is a problem for many moms and dads. Our team, which also consists mainly of moms and dads, felt that the sling type would not fit their luggage, and the type worn around the waist would not fit their clothes. If that were the case, we thought that a new hip seat design that would hold more luggage than the sling type and fit better with clothes than the type worn around the waist would solve the problems of many moms and dads, so we began designing one.
Project Duration: We surveyed more than 1,500 Mamapapas and researched what they needed for their outings. Based on the results, a design was implemented to accommodate items to be carried. After more than a year of sample production, the product was launched in Japan in 2023.
Team Members: producer:yasuhiro yamamoto
designer:kaoru masedo
marketing:hiroki hatakeyama