Hugoo Ato Tauau ma Nofoa Suilapalapa by Yasuhiro Yamamoto

Hugoo Ato Tauau ma Nofoa Suilapalapa by Yasuhiro Yamamoto is a highly esteemed winner of the very prestigious 2024 A' Design Award Apamemea in Oloa Pepe Competition Category.

ApamemeaOloa Pepe· 2024

Hugoo Ato Tauau ma Nofoa Suilapalapa

by Yasuhiro Yamamoto

Client: GRIT Inc

A' Design Award Apamemea Winner in Oloa Pepe Category

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Verified Award Winner

Verify Award Status for #155805

Visit Site View at A' Design Award Press Release Award Badge

Colors

The Design

About Hugoo Ato Tauau ma Nofoa Suilapalapa

O Hugoo o se ato tauau e iai se nofoa suilapalapa faʻapipiʻi mo malaga ma tamaiti. O le ato e tumau pea i lona tulaga masani o se ato tauau ao lagolagoina se tamaitiiti i luga o se nofoa faʻafaʻapaʻu. E fa taga o loʻo faʻatulagaina e tusa ai ma le galuega, ina ia mafai e le tasi ato ona teu mea uma e manaʻomia mo se aso i fafo. O le laina i totonu e lanu samasama ina ia faigofie ona vaʻaia mea o loʻo i totonu, ma e mafai ona toso saʻo mai se pepa soloi mai se taga e tasi. O le ie e faia i le CORDURA, na filifilia ona o lona malosi ma le faʻamautu. A leiloa le manaʻomia o le nofoa suilapalapa, e mafai lava ona faʻaaogaina Hugoo o se ato tauau.

The Recognition

About the A' Design Award Apamemea

O le A' Design Award Apamemea na manumalo ai Hugoo Ato Tauau ma Nofoa Suilapalapa, o se faamaoniga matuā mamalu e tuuina atu i mamanu ese e iloga i le fatufatuaʻi, le atamai ma le poto. O ē manumalo i le Apamemea o mea e iai le tomai atoa ma fatufatuaʻi mataʻina e faamaonia ai le poto masani tele, le mafaufau ma le atamai o tagata mamanu. E faamoemoeina Hugoo Ato Tauau ma Nofoa Suilapalapa e avea ma mea e vivii tele, ua pelepelea, e iloga i le tomai faapolofesa ma mea fou. O lenei mamanu na manumalo i le A' Design Award Apamemea e tuufaatasia ai faiga sili i le faatufugaga, saienisi, mamanu ma tekonolosi ma e sili ona lelei i le mataituina o mea itiiti. Hugoo Ato Tauau ma Nofoa Suilapalapa e faamalieina matagofie manaʻoga, pa i manaʻo, faalataina lagona ma faaosofia le fia iloa.

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