The nendo design studio is synonymous with designer Oki Sato, who was born in Toronto,
Canada in 1977 and founded his famous studio in 2002. The word ‘nendo’ is Japanese for
‘clay’ – or, more specifically, ‘shaping in clay’ like modelling wax. A unique material that
makes it simple to be creative. Oki Sato himself explains that “the name is appropriate
for a design studio tasked with developing solutions for a host of highly diverse clients”.
He does not view design in the same way as many other iconic designers, whose work
is firmly based on the maxim that ‘form follows function’. As he sees it, the story behind
the product and its design must also be accorded due emphasis.
His style is highly minimalist, but contains hints and details that immediately trigger
memories. He uses soft, pure lines that inevitably add an aura of elegance to the product.