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Shape that is created for its basic functions has its own beauty, and brings even more enjoyment to your life. Materials indigenous to our climate; our power of wisdom and skills carried over from the past; new designs entered from all parts of the world and the traditional crafts from various parts of Japan jointly come together ---- this is YOnoBI, or the beauty in practicality. This is a global project to create a brand for a system, which develops next generation products.

Born 1960 in Hokkaido, Watanabe became involved in numerous editing and production work involving magazines and books after graduating from college. Between 1987 and 1988, he was a member of the editorial staff of the Japanese edition of Whonen, an interior magazine. In the nine years from 1995 to 2003, he served as the chief editor of an interior magazine "be Sure". In the interim, he produced The Sofa Design Competition of the 21st Century sponsored by be Sure twice in 1999 to 2000 and 2002 to 2003. Establishing Cross Edge, Ltd., he has been widely active in various projects, including editing and publishing magazines, PR activities for stores and manufacturers, catalogue production and producing events in fields of architecture and interior design.

Kaz Nagayasu (1966-) started his career as a photographer while pursuing a B.A. in business administration at Yokohama City University, and later became a member of YCU Tien-Shang Tomour Expedition Team as its photographer and climber. After 7 years of experience as a staff photographer at StudioV in Tokyo, he completed the graduate course in photojournalism at University of Wales, UK. People and interior photography are the mainstream of his work. He established Nagayasu Photography in 2004 and is in charge of all overseas matters for YOnoBI.

Jotaro Shibuya (1965-) founded MUSEGRAM and Association Inc. in 2000 after studying under Teruaki Ohashi and gained experience at Nomura Co. Ltd. He has been involved in designing and directing projects on museums, exhibitions and store interiors based on the theme : the fusion of information and space. "Museum of Senses", his study on area information museum won Japan Display Design Study Award. He is a member of Japan Display Design Association and Japan Institute of Tourism Research.

Yukio Hashimoto (1962-) joined Super Potato in 1986 and founded Yukio Hashimoto Design Studio. He won various awards, such as Japanese Society of Commercial Space Designers Award. His works can be seen at Daidaiya Ginza restaurant, Ushiospax Tokyo branch office, Beams House boutique, Oto Oto restaurant and many more. He is also a part-time lecturer at Joshibi University of Art and Design and Aichi Prefectural University of Fine Arts and Music.

Akihito Fumita (1962-) graduated from Osaka University of Arts and joined Ric Design. He founded Akihito Fumita Design Office in 1995 and moved his base of operations to Tokyo in 1999. He has done widely recognized design for Natural Body, Nissan Ginza Gallery, Nissan booth at Tokyo Motor Show, the basement floor of Takashimaya Department Store Osaka west building and many more. He also works on private residences.