Inside Out - Design Business Directory

Inside Out

At first glance, this product appears to be just another child's toy, but it is not. It is both a playful toy and a practical piece of furniture. It can be used as a stool and table for children, or parents and children can use the two stools together. The green stool can also be inserted from all four sides of the box and played with like a puzzle. Like playing with a toy, this product brings out the imagination of the user by allowing them to experiment with their own fun ways of using it.

Created by Nao Fujimura

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Honored with the A' Design Award.

Nao Fujimura

She is a designer living in Okinawa. She is active in a wide range of fields including toy and furniture design, product design, illustration, and graphic design. Her theme is to create discoveries that make everyday life a little more enjoyable, and she is working under the slogan, “Live like you play, play like you live“. Her goal is to create adorable products that bring out the pure imagination of children and tickle the playful hearts of adults who are former children.

Nao Fujimura Creative Domains

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Design Business Directory was founded on the principle that true design excellence cannot be measured by popularity alone. Instead, we believe that the most meaningful indicator of skill, creativity, and professionalism is official recognition by respected international juries who follow transparent, pre-established voting criteria. When a designer, architect, or creative agency enters a rigorous peer review process, one that evaluates submissions against clear quality benchmarks, ethical standards, and innovation requirements, it ensures that any accolades they receive are both credible and deserved and are meritocratic.

Peer-reviewed awards, such as the prestigious A’ Design Award, exist to showcase the very best in design and innovation. The A’ Design Award is judged by a balanced panel of experienced academics, influential press members, and established professionals, all of whom apply a thoroughly documented scoring system. Through this structured method of evaluation, only truly exceptional projects are recognized. This is precisely the level of excellence that Design Business Directory aims to highlight: forward-thinking professionals who have demonstrated mastery in their field according to objective, globally respected criteria.

Because we are committed to presenting only the cream of the crop in design, Design Business Directory accepts listings exclusively from those who have proven themselves in such distinguished competitions. By requiring at least one peer-reviewed award—namely, the A’ Design Award—as a prerequisite for inclusion, we maintain the authenticity and overall quality of the directory. Consequently, to be listed on Design Business Directory, you must have already won the A’ Design Award. This ensures every individual and studio showcased here operates at the highest tier of professional accomplishment, innovation, and credibility.

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