FOR IMMEDIATE RELEASE

Hitachi Introduces Ultra Thin LCD TV The UT Series Worlds Thinnest 35mm*1 TV Brings Freedom of Placement with Optional Wireless Unit

UT32-HV700B (front view)

(side view)
Tokyo, October 23, 2007 --- Hitachi, Ltd. (NYSE: HIT / TSE: 6501) today announced that it has developed a 35mm*1 thin LCD monitor by adopting the newly achieved ultra thin LCD panel module*2 and by renewing power circuit and frame structure. The combination of the monitor and the separate media station gives consumers freedom of placement of the TV. The new LCD TVs, named the UT series, will be available in Japan beginning mid-December 2007. The UT series is designed to free customers from restrictions of where to place the TV. The monitor of the UT series, which is 35mm thin, is more than just a TV suitable to be hung on a wall. By separating the media station from the monitor, the UT series provides consumers with a range of options for placement throughout the home, as well as ease in connecting with other consumer electronic equipments. The monitor and media station can be connected via the optional wireless unit to bring even more range in placement. The UT series will cast aside the stereotypic image that a TV should be placed against or even near a wall. The back of the monitor is well proportioned so that it can be viewed from any angle. Furthermore, the 32-inch size comes in four colors variations - black, white, red (limited production) and blue (limited production). The media station has Hitachis unique iV Pocket, which can record high definition broadcasting on a optional removable hard disc drive iVDR*3-S.

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Model, Price, Introduction (for Japan Market) Ultra thin LCD TV Screen Size 42 Resolution Model Name
UT32-HV700B UT32-HV700 W UT32-HV700R* UT32-HV700A* UT37-XV700 UT42-XV700

Introduction

Mid / December. 2007 February 2008 April 2008
Estimated Retail Price Open Open Open
Initial Production Qty per Month 15,000 10,000 10,000
1366x768 1920x1080 1920x1080

*:limited production

Background and Aim of Development The environment and quality of broadcasting has improved dramatically within the past decade, bringing new value and demands to TV both from the content and the product side. The integration of broadcasting and communication is expected to accelerate. TV sets dominate a significant place in the home environment. However, customers have been facing restraints, such as wiring, connection requirements or even coordination with furniture. Hitachi has developed a TV from a product feature and home environment point of view, which has ultimately resulted in the freedom of placement concept. The freedom of placement goes beyond where to put the TV. It is designed for the customer to produce the best viewing style. Hitachi will continue to seek high picture quality, high performance, and to develop new technologies that bring revolution and joy to our customers home. As of October 23, 2007 in high definition LCD-TV for consumers. 35mm is the measurement of the thinnest area. *2: IPS alpha panels for UT32-HV700B/UT32-HV700W/UT32-HV700R/UT32-HV700A and UT37-XV700 are produced by IPS Alpha Technology, Ltd. *3 iVDR (Information Versatile Disk for Removable usage) is a trademark that indicates iVDR Technology Standard compliance. iVDR-S stands for iVDR-Secure type complying the iVDR Standard of contents protection technology (SAFIA) iVDR-S which is an removable HDD with SAFIA content protection technology is necessary for recording digital broadcasting. Product Introduction Website URLhttp://av.hitachi.co.jp/ut (Japanese only) About Hitachi, Ltd. Hitachi, Ltd., (NYSE: HIT / TSE: 6501), headquartered in Tokyo, Japan, is a leading global electronics company with approximately 384,000 employees worldwide. Fiscal 2006 (ended March 31, 2007) consolidated revenues totaled 10,247 billion yen ($86.8 billion). The company offers a wide range of systems, products and services in market

sectors including information systems, electronic devices, power and industrial systems, consumer products, materials and financial services. For more information on Hitachi, please visit the company's website http://www.hitachi.com

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[Main Characteristics] Technology for Worlds Thinnest 35mm (39mm at the thickest area) 1. Newly Developed Thin Power Unit The thickness of power unit is 1/3 the size of Hitachi's conventional power unit, achieved by high-density circuit board technology and by optimizing power efficiency. (made by Hitachi Media Electronics, Co., Ltd.) 2. Thin LCD Module The panel is an IPS method. The diffusion board spreads the fluorescent light forming the backlight of the LCD panel evenly to realize thinness and high picture quality. 3. Space Saving Non-Fan Cooling Structure Hitachis simulation of the latest heat radiation technology enabled a non-fan cooling method. It is designed to radiate heat efficiently without excess heat, even when wall-mounted. 4. Ultra Thin, Ultra Light Frame Hitachis unique rigid frame structure is designed to prevent the panel from deformation, to be secure in strength and to be safely placed anywhere in the home. Aesthetic Design for Freedom to Placement Concept 1. Design Concept - Fragrance Hitachi developed a design that features the customers personality similar to a beautiful scent of a fragrance. The translucent acrylic that is used for the bezel, combined with a radius and gradation of thickness, adds a perfume bottle-like visual to the design. The radius detail is made visible by painting the back of the panel with a high-gloss paint. The detail gives a feeling of precision and the see through quality adds to the visual lightness, which changes depending on the placement of the TV or the time of the day.

2. Sleek Back Proportion

With Hitachis unique technology for non-fan, heat radiation structure, the heat radiation holes are gathered at the top and bottom of the back panel. Even the back is flat, sleek and can be viewed from any angle. 3. Ornaments Which Add Sleekness to the Panel Design

Metal-like ornaments on the panel, stand and floor stand add simplicity and sleekness to its form.
4. Color Variation to Match Your Interior Design (Japan - UT32-HV700B /UT32-HV700W /UT32-HV700R /UT32-HV700A) The 32-inch is available in four different colors to provide more options for coordination throughout the home. (UT32-HV700R/UT32-HV700 are limited production)
UT32-HV700B (black) / UT32-HV700W (white) / UT32-HV700R (red) / UT32-HV700A (blue)
Optional Wireless Unit creates Freedom of Placement A wireless connection between the monitor and the media station is available using the optional wireless unit, TP-WL700H, for more freedom in placement. It connects the monitor and the media station via HDMI, and is capable of transmitting signals up to 9 meters*1 by using the 4.2 4.8GHz UWB (Ultra Wide Band). For
example, consumers can place the media station near a wall where the antenna jack is, and hang the monitor in the center of another wall without worrying about hiding the cable connections hanging from the monitor. *1: Transmission range is dependent on the environment of placement. High Picture Quality Technology 1. Wide Viewing Angle and Bright - IPS Method Brightness level is worlds highest level in the consumer electronics industry (UT32-HV700, UT37-XV700: 500cd/cm2, UT42-XV700: 450cd/cm2). Vertical and horizontal viewing angle of 178 degree maintains natural colors and is suitable for watching TV with family and friends. 2. Clear Motion Picture with 120Hz Conversion (UT42-XV700, UT37-XV700) Hitachis newly developed LSI (Large Scale Integration) with Hitachis unique algorithm converts motion picture of 60 frames per second to 120 frames per second. It delivers crisp clear images in vertical, horizontal, and oblique action. 3. Frame Rate Conversion Technology that Correctly Matches the Motion of Movies (UT42-XV700, UT37-XV700) Movies are created with 24 frames per second. When converted to TV signal, which is 60 frames per second, viewers can sometimes observe a jerky, troublesome visual effect called judder, which is especially noticeable when the picture makes sweeping, side-to-side movements. Hitachis frame rate conversion features a technique that accurately and automatically eliminates the jerky motion by creating interpolated frames based on the original film images. It smoothes out the movement and correctly matches the original motion. 4. Picture Master Full HD for Full High Definition Image / 1080p Signal Hitachis enhanced high-resolution image processing engine, Picture Master Full HD, analyzes and processes image at a high speed, providing state-of-the-art high picture quality. Advanced Dynamic Contrast analyzes every picture that appears on the screen and optimizes its contrast frame by frame. 3D Color Management adjusts the three constituent components of color (hue, saturation, and brightness) pixel by pixel using 3D data. Advanced Dynamic Enhancer expresses images which are simultaneously detailed and dynamic, and controls detail gradation and sharp edges. In addition, Hitachi added a circuit which enhances the crispness in scenes to capture subtle details, such as details in human skin or a three-dimensional expression of a mountain ridge, which reduces the grainy effect and pulls out the natural beauty. 5. Deep Color Signal Input Compatible 30, 36bit Deep Color Signal Input Compatibility provides better color reproduction compared to conventional color depth of 24bit input, and produces rich gradation and smooth color.

High Audio Quality Technology 1. Speaker System for High Audio Quality The 6.0watt + 6.0watt digital amplifier produces a clear sound. The speakers located at the left and right sides of the bottom of the monitor are the newly developed box-type speakers that are high quality and slim enough to fit the 35mm thickness of the monitor. The three sound modes allow consumers to select the most suitable type of audio effect depending on the contents clear voice to pick up human voices clearly, surround for natural, clear three-dimensional sound, and bass boost for the optimum bass sound depending on the input signal. iV Pocket A removable Hard Disc Drive iVDR-S Compliant with Contents Protection Technology SAFIA*1 iV Pocket for iVDR-S is located in the front of the media station, which is capable of recording high definition broadcasting*2 on an optional iVDR-S. The iV Pocket is built into the media station with a front loading mechanism for a clean design. *1: SAFIA (Security Architecture For Intelligent Attachment device) is a copy protection technology for digital broadcasting and digital audio licensed by SAFIA License Group. *2: except for restricted no-copy programs Ease of Use HDMI-CEC for Improved Linkage with Peripheral Consumer Electronic Devices HDMI-CEC compliant devices can be connected to the media station and provides easy operation. Energy Saving & Eco-Friendly Design 1. Energy Saving Design The UT series has energy saving features, such as auto power off, to prevent consumers from forgetting to turn off the TV. The UT series also feature a video power save which allows consumers to switch to stand-by mode when there is no signal coming into the TV. 2. Japanese Industrial Standard J-Moss*1 Green Mark Compliant The product is Green Mark compliant, meaning it is compliant with the regulation set in J-Moss by Japanese Industrial Standard marking the absence*2 of specific chemical substances, which are Pb (lead), Hg (mercury), Cd (cadmium), CR(VI) (hexavalent chromium), PBB (polybromobiphenyls), and PBDE (polybromodiphenyl ether) and is friendly to the environment. *1: J-MossThe marking for presence of the specific chemical substances for electrical and electronic equipment *2: excluding items regulated in JIS C 0950
Optional Accessories (Japan Model, Japan Market Price)
Type Floor Stand Wall Mount Bracket (adjustable) Wall Mount Bracket (fixed) Wireless Unit Model TB-LSZ0081 TB-LKA0081 TB-LKF0081 TP-WL700H Applicable Monitor Size Suggested Retail Price 32, 37 JYN 19,800.32, 37 JYN 17,500.32, 37 32, 37, 42 JYN 9,800.Open
Main Features Monitor (Japan Model)
Model Screen Size Width x Height / Diagonal (cm) Panel Method Resolution (Pixels) Brightness (Panel) Frame Rate Conversion 120Hz Picture Master FullHD RMS Output (JEITA) Speaker Power Consumption (Stand-by) *1 Dimensions W x H x D (cm) Dimensions (including stand) W x H x D (cm) Weight (including stand) 1080P HDMI Input Analog RGB Input Audio Input (line / terminal)

Connections

UT32-HV700 69.8 x 39.2/80.1 IPS Panel 1366 x 768 500cd/cm2 -
UT37-XV700 81.9 x 46.1/94.0 Full HD IPS Panel 1920 x 1080 500cd/cm2 Yes Yes Yes 6.0W + 6.0W (3.5cm x 2)x2
UT42-XV700 93.0 x 52.3/106.7 Full HD IPS Panel 1920 x 1080 500cd/cm2
118W (0.5W) 81.4 x 53.8 x 3.9 (thinnest area 3.5) 81.4 x 58.7 x 24.9 10.9 kg (13.5 kg)
155W (0.5W) 93.6 x 60.7 x 3.9 (thinnest area 3.5) 93.6 x 65.7 x 31.0 14.6 kg (17.4 kg) 1/1 D-sub15 pin 1/1(mini-jack)
Not Finalized 103.6 x 67.8 x 3.9 (thinnest area 3.5) 103.6 x 72.4 x 31.0 18.0 kg (20.8 kg)
Media Station (Japan Model)
Tuner iV Pocket Power Consumption (stand-by) *1 Dimensions W x H x D (cm) Weight 1080P HDMI Input HDMI Output D4 / Component Input Video Input Audio Input (line / terminal Optical Audio Out Phone Line LAN SD/MMC Memory Card Slot Antenna In Connections Digital: Terrestrial / BS / 110 degree CS x1, Analog Terrestrial x 1 Yes (Front Loading Mechanism) 15W (0.5W) 29.7 x 6.6 x 22.2 2.8 kg 3/3 1/1(for monitor) 1/1 1/1 2/2 1/VHF/UHF In x 1 (Analog / Digital Terrestrial) BS/CS-IF In x 1
*1Tentative, as of October 23, 2007
Main Features Wireless Unit (Japan Model) Model
Connection Out In Frequency Band and Method of Transmission Compliant Regulation Transmission Range *1 Power Voltage Power Consumption (Stand-by) *2 Dimensions W x H x D (cm) Weight *2

TP-WL700H

Out In Out In Out In Out In
HDMI HDMI 4.2GHz - 4.8GHz UWB (Ultra Wide Band), MB-OFDM method ARIB STD-T91 Ver.1.0 Maximum 9 meters *1 5VDC 5VDC 13.3W 13.5W 170 x 40 x x 40 x 121 820g 650g
*1: Transmission range is dependent on the placement within the environment. *2: Tentative, as of October 23, 2007
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Information contained in this news release is current as of the date of the press announcement, but may be subject to change without prior notice.

FUORI SALONE MILAN APRIL 2008 JAPANESE DESIGN, PIONEER OF THE FUTURE LIFESTYLE Japan Industrial Design Promotion Organization, the organization involved in the comprehensive promotion of design activities, will hold the exhibition JAPAN DESIGN 2008 INNOVATION from April 16th to 20th in Milan, Italy. JAPAN DESIGN 2008 INNOVATION opens at the venue of Fondamenta Jahier, in Zona Tortona. The exhibition is directed by internationally known designer Toshiyuki Kita, and runs during the session of Milan Furniture Fair (Salone Internazionale del Mobile), which is the worlds largest interior and design trade fair. Fifteen established Japanese industrial companies participate in this exhibition, to promote various Japanese design through exhibited products and prototypes. This is the second exhibition in Milan held by JIDPO, following the first exhibition dedicated to the fiftieth anniversary of the Good Design Award JAPAN DESIGN Good Design Award 50 Years. Those participating 15 companies have impressive records of achievement at proactive approach towards design, and are Good Design Award (G-Mark) prize winning companies: ASCOT, FUJITSU, HITACHI, ITOKI, KAI, KDDI, NEC, NIKON, RICOH, SANYO ELECTRIC, SHACHIHATA, TOTO, TOYOTA MOTOR, VICTOR (JVC), WILLCOM. Themes of environmental issue, concept of communication and ideal lifestyle are worldwide growing concern nowadays. Japanese companies attempt to present solutions to these subjects, and approach new proposal with design. Such latest Japanese design and product attracts worldwide attention, thanks to Japan properties such as high technology, confirmed techniques, sophisticated ideas, and cultural ability to absorb various elements in a flexible manner.
The exhibition places the variety of design including mobile communication tools, vehicles for individual use, latest digital and electronic products, furniture and interior goods that represent Japanese design of today. Chief Director: Toshiyuki Kita Exhibition Design: Matteo Vercelloni Organized by Japan Industrial Design Promotion Organization (JIDPO)
GOOD DESIGN AWARD (G-MARK) Japan's only comprehensive design evaluation and commendation system. Introduced in 1957 by the former Ministry of International Trade and Industry as the Good Design Selection System, the program is popularly called the G-Mark System. Rather than merely a beauty pageant of products, the Good Design Award discovers notable examples of industry-building, life-enriching design in a variety of forms around us and shares these discoveries widely. Thousands of companies and designers worldwide participate in the awards, which have reached an unprecedented scale and boast a distinguished history.
THE EVENT WILL TAKE PLACE AT: FONDAMENTA JAHIER - VIA SOLARI 37-39 CORNER VIA STENDHAL - MILANO APRIL 2008 FROM 10 AM TO 10 PM
Press Office Copyright Tel. +33104760 Fax +33104846 e-mail: info@agenziacopyright.it
FUORI SALONE MILAN APRIL 2008
ASCOT CORP. We feel it is very important to create spaces that leave impressions in peoples' hearts. Not only to design spaces in its surface, but to create spaces from our hearts. Creating spaces rich in human interaction is our goal, we strive to find the best solution to create fun and comfortable spaces for play, work, and living. One of ASCOTs company mottos is Quality of product is quality of heart: good products are created from the heart. We all believe we can improve the quality of our products by enriching our souls. www.ascotcorp.co.jp
DESIGNER: ASCOT CORP., MAKOTO YOKOMIZO, HASE ARCHITECTURAL DESIGN OFFICE
STYIM building is a designer condominium built in the Nihonbashi area of Tokyo in 2007. The building contains 54 dwelling units. Dwelling units were designed not only in floor plans, but also in cross sections which creates unique differences in living space. The dwelling units of STYIM can be categorized into four spatial types: flat single level units; maisonette units with half floor 1.5 m up; maisonette units with half floor 1.5 m down; full double 3 m skip floor units. Structurally designed using a moment frame system, the building has no visible columns or beams. The building's faade directly expressing the building composition looks simple, but is complex in its detail.
FUJITSU LIMITED In recent years, IT has taken on the vast role of social infrastructure. The expectations toward design in the IT field is increasingly design that is both earth and people friendly", allowing everybody throughout the world to use IT while also keeping the environment in mind, in addition to high perceived quality in the form of attractiveness, usability, and comprehensibility. Fujitsu considers "human centered design", which is focused on people, as the basis of all our design activities. In "customer centric design", usage scenes focused on the actual locale of the customer are thoroughly considered, while "total design" optimizes the usage scenes themselves from the perspectives of information, instruments, services, and environment, and "universal design" aims to allow as many people as possible throughout the world to comfortably use IT. We have taken these three perspectives as our design policy as we aim to make a sustainable and abundant IT society a reality. In our company booth at this exhibition, we are introducing a portion of our efforts toward sustainable design such as moving away from a reliance on oil and material objects and renewing forest resources with the concept design for a laptop computer using thinned wood for the shell with the "environment" as its theme and our newest laptop computer using bio-based plastic. www.fujitsu.com/global

FUJITSU LIMITED WOODSHELL
DESIGNER: FUJITSU DESIGN LIMITED
Using natural materials as thinned cedar- and bio-based plastic, this is a laptop computer that is both earth and people friendly, protecting the earth's environment and resources while also considering how to have people use the product for a long period of time, not simply as a tool, but as something they have grown attached to.

FMV BIBLO NX-SERIES

This cutting edge laptop computer lightens the burden on the environment, using bio-based plastic as an alternative material to limited oil resources.
HITACHI, LTD. Since its founding in 1910, Hitachi Group is doing business in various fields from social infrastructure to home appliances, materials, logistics, and services. We will always breathe new life into the next era under a corporate statement "Inspire the next", aiming at becoming a vigorous company that continuously grows in the 21st century and contributes to prosperous and comfortable society by providing innovation. The Hitachi Ltd. Design Division is an inhouse design organization of Hitachi, celabreted 50 years anniversary in December 2007. We have been providing innovations to the society through creative design work deeply corporating with Hitachi tecnology and business force. Today, we are delightful to show our work as an example of Innovation Japan www.hitachi.com
HITACHI, LTD. LCD TELEVISION UT32-HV700 / UT37-XV700 / UT42-XV700
DESIGNER: MASAYUKI OHKI, TAKASHI YAMAMOTO, TOSHIYUKI MORIYA, SHO NOZUE, KAE AMEMIYA, TATSUO MURAI
This flat panel LCD television set is as thin as 35 mm in the thinnest part of the screen unit. Separation of the screen unit and tuner box provides strong installation flexibility within the room. The screen unit and ring-shaped supporting stand are especially designed to be an attractive three-dimensional piece of art, able to stand freely in the room. To ensure the television fits to various interior designs of users, the product is available in four different colors. The tapered, sharp edged screen unit has a transparent frame that is coated from the inside with high glossy paint. This technique, which is inspired by premium perfume bottle designs, emphasizes the slimness of the product.
LCD PROJECTOR ULTRA SHORT THROW
DESIGNER: MASAYUKI OHKI, SHO NOZUE, TOSHIYUKI MORIYA

KAI CORPORATION

KAI celebrate this year its 100th anniversary. We started in 1908 in Seki, a city with a history going back over 800 years in producing fine blades, as a manufacturer of small pocket knives. Our corporate philosophy "high-quality cutlery for everyday needs" was handed down from our founder to the current C.E.O. Koji Endo, the founder's grandson. This as well as the spirit of "Nokaji (blacksmith), which aims at providing the finest craftsmanship and hospitality, has been at the core of the KAI brand over its 100 years history. Today, KAI produces, sells, imports and exports over 10,000 household items, beauty care products and surgical instruments all over the world. To continue improving the dairy lives of our customers, we will keep on innovating and refining our products for the next 100 years, and beyond. www.kai-group.com/index.html

HAND CARE KIT

DESIGNER: TOSHIYUKI KITA
Unisex designed and finely trimming fingers. This kit is manufactured with MIM (Metal Injection Molding) process which enables to convert the idea into precise forms with high quality.
SHUN SOMMELIER'S KNIFE & CHAMPAGNE CORK OPENER
DESIGNER: KAI R&D CENTER CO., LTD., DESIGN OFFICE
Beautiful shape and smooth texture which are generated by pursuing basic function. Sommelier's knife enables more economical opening by double-action. Champagne Cork Opener can be opened & closed by one-touch operation. The design of shape realizes an opening with feeling bubbling pressure of Champagne.
KAI CORPORATION MICHEL BRAS KNIFE COLLECTION

DESIGNER: OLIVIER DOUZOU

With cuisine that is deeply imbued spirituality and originality, chef Michel Bras brings a new dimension to the world of cooking. Michel Bras, the restaurant that stands on the high plateau of Aubrac in south central France, captures the hearts of people through the world. The Michel Bras Knife Collection is the result of a collaboration between the artist Michel Bras and the craftsmanship of the knife manufacturer KAI. "Creating knives that are truly satisfying to one's heart without making a single compromise", Michel's wish was realized with the help of Japanese cutting edge technology and the craftsmanship of the most experienced artisans. The knives which have passed through over 37 processes achieve such a high degree of perfection that Michel Bras refers to them as gems. The village of of Laguiole where Michel Bras was raised, and Seki, the birthplace of KAI are both known for the production of knives. This series, formed by fusion of French & Japanese cultural background will adorn the kitchen of anyone who loves to cook. We hope you will enjoy the very precise cutting edge of these knives, the ease of use that lets you forgot you are folding a knife, as well as their distinguished beauty.

KDDI CORPORATION Around the year 2000, when the folding clamshell style of mobile phone was about to become the norm for phone design, we began to hear many complaints that all the phones looked the same, and that people wanted a phone with a more advanced design. The au design project traces its origins to our movement to answer these requests. In May 2001, just as an auto manufacturer introduces beautiful concept cars to the public, we unveiled three concept phones: info.bar, rotary, and wearable. These were our experiments in reconsidering the mobile phone from the perspective of its design, to search for the truly unique and attractive phone that people really wanted and were subconsciously creating in their minds. We received many requests to make these widely-praised prototypes available as actual products, leading to the October 2003 launch of the INFOBAR, which was largely based on the info.bar design. Since then, the au design project has become a trailblazer, introducing one revolutionary prototype and product after another and having a tremendous impact on trends in mobile phone design. Through this project, we will continue to bring excitement and inspiration to peoples everyday lives through our revolutionary phone designs that are infused with new concepts and new ideas. www.au.kddi.com/english/au_design_project
KDDI CORPORATION MEDIA SKIN MOBILE PHONE
DESIGNER: TOKUJIN YOSHIOKA
MEDIA SKIN, the sixth product from the au design project, is based on a prototype that was first presented in November 2005. Created by Tokujin Yoshioka, a designer whose experimental works span across a wide variety of fields, its true charm lies in its feel. We used surface treatment and special paint to create two entirely different textures. The orange and white models feature paint made with silicon particles, like those used in cosmetic foundations, for smooth comfort, while the black is made with a soft-feel paint that includes special urethane particles to provide a relaxed comfort. The flip-style cover over the keypad not only contributes to the simple elegance and comfortable feel of the MEDIA SKIN, it also adds the convenience of being able to answer and end phone calls with a simple flipping motion.

INFOBAR 2 MOBILE PHONE

DESIGNER: NAOTO FUKASAWA
The first INFOBAR was released in October 2003, as the first model in the au design project. It has had a major influence on subsequent mobile phone design. The INFOBAR 2, while inheriting the attractiveness and ease of use of the INFOBAR, has evolved into a shape like a square candy melting in the mouth, and features the latest capabilities such as the television One-Seg and the electronic wallet Osaifu Keitai. The innovative INFOBAR features a distinctive shape, as if rectangular candy began melting and became slightly rounded in the mouth, which is an organic and natural change. The shape, therefore, fits perfectly in ones hands and goes smoothly into a pocket. The evolution of INFOBAR is synchronous with a gradual change of machines taking on the characteristic of human roundness. The smooth and lustrous single surface of INFOBAR has operation keys of various colors and a display screen, all of which are elegantly placed in harmony with each other. INFOBAR has a newly established style that differs from that of other mobile phones. It is now a regular bar-type information device loved by people thanks to its easy operation and excellent portability. INFOBAR 2 has all new functionality and maintains the much-loved style of the original. (Naoto Fukasawa) THE EVENT WILL TAKE PLACE AT: FONDAMENTA JAHIER - VIA SOLARI 37-39 CORNER VIA STENDHAL - MILANO APRIL 2008 FROM 10 AM TO 10 PM

NEC CORPORATION Emotional Expression by NEC Cellular Phone Cellular phones are changing from convenient device to expression tool. NEC has been capturing market attention by reflecting the time and attractive communication expression, through the media, cellular phone'. We present our previous path, and our future CMF (Color Material Finish) strategy. www.nec.com
NTT DoCoMo FOMA N705i "Material MIX", the convergence of design and technology. The world's thinnest clam shell phone: its stainless steel outer cabinet provides full advantage of the material, both from design and rigidity point of view. Message and information are illuminated by illusional display that harmonizes with aesthetically finished perforated metal.
NIKON CORPORATION Under the invariable theme of "Trustworthiness and creativity", Nikon has continued its unwavering exploration in the world of light. Images can enrich the scenes of everyday life and expand the world of communication. Providing our customers with the ability to record "an excellent moment, with excellent quality" is equal to presenting them with supreme satisfaction and a world of exhilarant excitement. To supply exceeding value that surpass basic customer needs. To build genuine trust and create a boundless future. To contribute to the development of abundant communities with devout spirit. These principles are what we identify as the Nikon spirit, thus our Nikon design policy. Our purpose as an enterprise is epitomized in creating unprecedented excitement and experience. www.nikon.co.jp/main/eng
NIKON CORPORATION AN EXCELLENT MOMENT, WITH EXCELLENT QUALITY
DESIGNER: INDUSTRIAL DESIGN DEPARTMENT, MAGING COMPANY, NIKON CORPORATION
LENS Historical transfiguration and creation of the future. From historical tranfiguration to creation of the future, lenses record all things. Believing that this is the origin of everything, our representation of "record" is brought about with freedom that surpasses the norm. Within the coolness of our design, there underlies the robustness of a camera enduring the weight of history and the air of an unknown future. We hope to provide a sense of intensity and vigor in the exquisite craftmanship of Japan.

DIGITAL SLR CAMERA Nature of a tool. As a tool utilized by humans, our digital SLR cameras are no different in nature. Nikon is forever in pursuit of "comfortable usability" as a basis of what constitutes as a useful tool. Preminent sensations allow for a pleasurable photographic experience, while the refined design arouses a sense of spirited creativity. Please take this chance to experience a world without compromise through image mock-ups and the D3, Nikon's flagship model.
COOLPIX Value of style. With undeniable craftmanship and luring design, the elegant and stylish "S series" is dedicated to emphasizing personal style. Step into a luxurious world of distinctive individuality crystallized into unparalleled beauty.
RICOH COMPANY, LTD. Ricoh Company, Ltd., is a leading global manufacturer of office automation equipment. Our lineup includes copiers, multifunctional and other printers, facsimiles, personal computers, optical disc products, and related supplies and services, as well as digital cameras and advanced electronic devices. We are rapidly building a solid presence worldwide as a provider of comprehensive document solutions that help customers streamline their businesses and cut operating costs. www.ricoh-europe.com

GR DIGITAL II

DESIGNER: TATSUO OKUDA, MASAHIRO KURITA, HIROSHI MOROHOSHI, MAYU TAKANO
The highly acclaimed GR Lens, equivalent to a 28 mm wide-angle lens, combined with the new more powerful and dramatically quieter GR Engine II, takes high quality pictures that satisfy the professional. With its lightweight but solid feeling magnesium alloy body: it is a compact and easy-to carry photographic tool that is high specific and with a high quality image. As the successor to the original GR DIGITAL series, this camera embodies the concept of a sophisticated tool possessing a functional beauty with a solid reliable feel. The usability demanded by professionals is not compromised by compactness, with a well placed rubber grip and optimally located buttons. The Up-Down dial and ADJ lever enable the fast handling required from a super snap camera making it ready to use in an instant.
RICOH COMPANY, LTD. CAPLIO GX100
DESIGNER: TATSUO OKUDA, MASAHIRO KURITA, HIROSHI MOROHOSHI
The 24 to 72 mm wide zoom lens and the 7-blade iris aperture for fine tuning, expand the possibilities for even greater photographic expression. The first camera to support a tilted and removable electronic viewfinder, enables photographs to be taken as though using a conventional film camera. Users can enjoy shooting 19 mm ultra-wide-angle photography with the optional wide conversion lens. A photographic tool that combines reliability with elegance conveying the sensation of quality and luxury. The large easy to handle rubber grip provides firm handling of the camera despite its compactness. Usability is maximized with the Up-Down Dial at the front, and the ADJ lever at the rear of the camera body allowing function selection using only one hand, enabling the user to be ready to shoot at a moment's notice.

DESIGNER: TATSUO OKUDA, MASAMI IIDA, MASATO SUZUKI, HIROSHI MOROHOSHI, MAYU TAKANO
A 7.1 x optical wide-angle zoom lens (28-200 mm) in a handy compact body. The 10 megapixel CCD combined with the Smooth Imaging Engine III, enables high quality pictures. The newly developed ADJ-Direction Key makes menu operations even faster and simpler. The R8 has been designed around the concept of a photographic tool emphasizing its beauty as a device. Styling emphasizes functional beauty over unnecessary design frills, with the easy to use mode dial and handy grip improving its usability. The high quality feel of this photographic tool is enhanced by the top cover emphasizing a solid, metal feel, the lens barrel end and rings are finished with metal spin processing.
RICOH COMPANY, LTD. AFICIO GX 3050SFN
DESIGNER: RYOTA YANO, MASAHIRO YONEKAWA, MASATO SUZUKI
A multi-functional color printer that provides the low maintenance and convenience of an inkjet, making it ideal for shops and small offices. It combines the quality and performance of laser printing thanks to Ricoh's own developed viscous-ink which prevents blurring even on normal copy paper. Highly durable design makes it the right choice for businesses. The importance of good design has been emphasized, even in a market focused heavily on cost. It harmonizes with the interior of the latest shops and small offices. A design conceived to inspire long lasting usage by its users.

AFICIO SP C 222DN

DESIGNER: KAZUYOSHI YAMADA, TOMOHIKO SASAKI
A compact A4 color laser printer that can be placed in small spaces making it suitable for shops and small offices. Easy and convenient access from the front of the printer for replenishing paper or replacing toner cartridges. The all-in-one cartridge technology streamlines administration and maintenance by combining the toner with the photo-conductor. Sophisticated design complements and enhances the appearance of the office. Compactness and smooth appearance harmonize with the work environment.
SANYO ELECTRIC CO., LTD. Under the brand vision Think GAIA, SANYO Electric Group, as a leading provider of environment and energy-related products, provides various solutions pleasing to the earth and life all over the world. The Eneloop Universe products we are introducing here are a series of exciting futuristic products promoting a relaxing and joyful "no throwaway lifestyle." They are tools to communicate our corporate vision to realize a clean energy society. Focusing on children as bearers of the future and women as significant leaders in solving global environmental issues, we promote a "lifestyle of use, over and over, utilizing energy produced from the light of the sun" through various products which can be enjoyed in daily life. Going beyond being a simple rechargeable battery, Eneloop is the face of SANYO Electric in pursuit of being a leading provider of environment and energy-related products, with which we aim for the realization of a clean energy society. Products we have created which comprise the Eneloop Universe are a solar cell charger - the symbol of solar power generation, rechargeable pocket warmer and portable warmer employing lithium-ion battery technology, and doggy-shaped battery checker as a marketing mascot. All these products were developed based on the worldview of Eneloop. In the future, we will keep working to dramatically expand the world of Eneloop beyond being a mere rechargeable battery product as a new brand for communicating our corporate vision. www.sanyo.com

SANYO ELECTRIC CO., LTD. RECHARGEABLE NICKEL-METAL HYDRIDE BATTERY ENELOOP
DESIGNER: KAZUHISA MIZUTA, SHIGEHIRO OTA, ADVANCED DESIGN CENTER, SANYO ELECTRIC CO., LTD.
The battery that will change your lifestyle. Eneloop, a revolutionary battery that is the first product embodying SANYOs brand vision Think GAIA, promoting a new lifestyle of not disposing and reducing human impact on the global environment. Low self-discharge, able to use immediately after purchase. It is the worlds first battery maintaining up to 85% of its charge even after left unused for one year , and it is able to be recharged and used up to 1,000 times, realizing robust continuous recharging. These characteristics came about as a direct result of listening to customer voices, and are a message from the customers themselves. The features that directly reduce impact on the global environment are as requested by customers, and by inserting batteries which anyone can easily obtain, they stir up a resonance or repertoire with various users. Also, a communication loop including consumers and the company has been established through eneloop, based on the feedback received following the launch of these batteries.
ENELOOP SOLAR CELL CHARGER N-SC1S
DESIGNER: KAZUO TANAKA, PRESIDENT, GK SEKKEI INCORPORATED + MASATO SHIMIZU, SHINJI ODA, DIRECTOR, AKIHIRO NUNOGAKI, KAZUHISA MIZUTA, PROJECT LEADER, ADVANCED DESIGN CENTER, SANYO ELECTRIC CO., LTD.
Solar cell charger with two angle settings to adjust it to the suns height. Place this compact charger by a window where it can generate power with its highly efficient single crystal Si photovoltaic cell, and save it in an internal Li-ion battery, from which size AA and AAA rechargeable batteries can be quickly recharged. In consideration of the weakness of solar cells whereby power generation is affected by the amount of sunlight, this device was created so that solar power can be enjoyed at home any time. It has a USB 2.0 output port to enable use by various portable electronic devices. As a symbolic element of Eneloop Universe Products, a product group promoting an eco-friendly clean energy society, an ideal shape and functional structure are sublimely incorporated into its pyramid form.
SANYO ELECTRIC CO., LTD. ENELOOP KAIRO KIR-S1S/KIR-S2S - RECHARGEABLE POCKET WARMER
DESIGNER: TAKUO NOMI, MOBILE ENERGY INDUSTRIAL DESIGN SECTION, POWER DESIGN DEPARTMENT, FUKO HISADA TELECOM INDUSTRIAL DESIGN SECTION, TELECOM DESIGN DEPARTMENT, ADVANCED DESIGN CENTER, SANYO ELECTRIC CO., LTD.
Every year 1.4 billion disposable warmers are consumed worldwide. In contrast, this no-throwaway warmer can be used over and over. This product that enhances the world of Eneloop Universe Products promoting an eco-friendly clean energy society can be recharged 500 times with an internal lithium-ion battery. There are two temperature settings: a PTC heater and microcomputer enable highprecision temperature control preventing low-temperature burns. Temperature and operation status are indicated by LED color and blinking. During normal operation, LED blinks softly as if breathing. In addition to the warmth in your palms and smooth touch of the curved surface, the gently blinking LED softens your heart visually. The aim was to create a simple and gentle design to be cherished for a long time.

ENELOOP ANKA KIR S4S - RECHARGEABLE PORTABLE WARMER
DESIGNER: TAKUO NOMI, MOBILE ENERGY INDUSTRIAL DESIGN SECTION, POWER DESIGN DEPARTMENT, ADVANCED DESIGN CENTER, SANYO ELECTRIC CO., LTD.
Portable warmer with an internal rechargeable nickel hydride battery for use over and over. After 4 hours of charging, it keeps you warm for 8 consecutive hours in low mode. A PTC heater and microcomputer enable high-precision temperature control preventing low-temperature burns. With its totally waterproof feature, the entire body is washable so it's easy to keep clean. We created this product to be rechargeable so that it can be used not only indoors but also outdoors where no AC power source is available, meeting a variety of user needs and expanding usage possibilities. In addition, unlike conventional electric warmers, this portable warmer has no hindrance-causing power cord, eliminating risks such as wire breakage due to "bending" or pulling". In the design process, we focused on creating a form which is relaxing, straightforward, and amiable.
SANYO ELECTRIC CO., LTD. ENELOOP MOBILE BOOSTER KBC-E1S
Portable USB charger which can hold two size AA nickel hydride Eneloop batteries to be recharged through a USB connection and capable of supplying power to various external devices. By introducing a new way of charging batteries to encourage more people to try Eneloop we aim to raise environmental awareness and contribute to environmental conservation in an easy-to-do manner. Instead of forcing people to accept our concept, we hope to communicate our message in a natural way. Therefore, in the design process, we focused on creating a form which is relaxing, straightforward, and amiable.

ENELOOP AIR FRESHER

DESIGNER: YOSUKE TANAKA, MAKI YAMAUCHI IID DESIGN LABO., ADVANCED DESIGN CENTER, SANYO ELECTRIC CO., LTD.
Portable air purifier incorporating virus washer function, an electrolyzed water bacteria elimination system. Thanks to our proprietary electrolyzed water technology capable of washing air with power of water, you can easily control airborne bacteria, viruses, and allergens such as pollen and eliminate smell of cigarette smoke, pet etc. using tap water. Three power sources can be used to power this product: an internal battery that can be recharged approximately 500 times for use over and over; a power outlet; and an in-vehicle cigarette socket. With its simple and natural design, this air purifier can fit in with various ambiences, such as car interior, desktop, or bedside. It can be placed in a vehicle cup holder, and in a room it can be used while on the charger stand. The top lid functions as a switch and is lit in blue when the power is turned on. Thus, we created a design that communicates gentleness and intelligence.

VERMILION SEAL INK PAD

We have designed a roundish square" shape with which both round and square stamps can be used, at the same time maintaining the image of the traditional vermillion ink pad. The unpleasant sensation experienced with the protrusion of the hinges has been resolved with their relegation to the outer circumference of the pad. The slightly swelled upper surface of the lid highlights the attractive glossy red and black of the cases.
TOTO LTD. TOTO was established as a sanitary ware manufacturer and retailer in 1917, during an era in which Japan still lacked a sewage system infrastructure, emerging from its founder' vision to disseminate new hygienic living customs throughout the country. Today, TOTO's business reaches beyond the realm of toilets to encompass a wide range of plumbing-related fields and products for bathrooms, kitchens and lavatories. Preserving its founding vision, TOTO continues to offer increasingly higher quality products and services with the aim of creating plumbing fixtures for enriched and more comfortable lifestyles all over in the world. www.toto.co.jp/en
NEOREST HYBRID SERIES AH TYPE DESIGNER: YASUSHI TAKAHASHIS Now TOTO introduces the NEOREST AH type, an environmentally friendly tangles toilet. By incorporating the advanced Hybrid Ecology System and washlet feature, TOTO has actualized a truly clean and comfortable toilet. The Hybrid Ecology System is the world's first bowl-cleaning system that draws on two sources of water: a tank inside the toilet and the outside water supply. While old-style tank-type toilets require 13 litres per flush, Hybrid Ecology System uses just 5.5 litres. A feature built into the toilet seat that uses warm water and gentle warm-air drying to wash and dry the users bottom after use. The seat is heated for extra comfort.
TOYOTA MOTOR CORPORATION Since its founding, our company has been aiming to enrich society through car making. Our goal is to be a "good corporate citizen", constantly winning the trust and respect of the international community. Continuing in the 21st century, we aim for stable long-term growth, while striving for harmony with people, society and the environment. Under Toyota's guiding principles, we practice openness and fairness in our corporate activities, strive for cleaner and safer car making, and work to make the earth a better place to live. www.toyota.co.jp/en/index.html
TOYOTA MOTOR CORPORATION TOYOTA i-REAL
DESIGNER: TOKYO DESIGN RESEARCH & LABORATORY, TOYOTA MOTOR CORPORATION
TOYOTA i-REAL represents the next stage of Toyota's personal mobility development, following the PM, i-unit and TOYOTA i-swing. The name i-REAL symbolizes the hope for commercialization in the near future. TOYOTA i-REAL is the realization of Japanese originality, through the harmonization of mobility and state-of-the-art robotics in a compact body. It is the attainable vision of a seamless movement from room, to pavement, to road. In pedestrian areas, shortening its wheelbase allows it to maneuver naturally among people at eyelevel. And on the road, the wheelbase lengthens to provide a lower center of gravity and more agile driving performance. The motif of TOYOTA i-REALs design, based on Toyotas j-factor, is an eggshell that holds the driver tight, and within its thin structure integrates two contradictory elements in harmony; the sense of security offered by the protection of its hard skin, and the peace of mind that the driver gets from being gently wrapped within its soft interior. The simplicity of design relates to the Japanese aesthetic. An object that could be perceived as modern art inside a room, and outside the silhouette looks as graceful as the movement of the vehicle and driver. TOYOTA i-REALs LED back display constantly changes to express the drivers feelings, and its deep elegant glossy finish gives the vehicle aura and value.

VICTOR COMPANY OF JAPAN, LIMITED (JVC) Create new ways to communicate through music and images. JVC strives to communicate the feelings of people far away from each other, communicate the thrills and excitement of concert halls and stadiums, and bring to people the emotion of a spectacle that only happens on a certain day in a certain place. For these reasons JVC proposes new ways to communicate, using superior audio and visual technologies and networked communications. By taking advantage of the diversification of content, infrastructure and types of information terminals which accompany network advancement, it is now possible to provide music and images in ways that better meet user needs in a variety of applications. JVC is honing its own unique technologies for miniaturized mechatronics, highquality audio and video, high efficient encoding, as well as high-density recording and playback in order to create an environment in which each advance contributes to offer the best, optimal solution. Using superior audio and visual technologies and communications networks, JVC is creating new ways to communicate through music and images that carry inspiration to people and expand the possibilities for creative expression. www.jvc-victor.co.jp/english/global-e.html
VICTOR COMPANY OF JAPAN, LIMITED (JVC) LT - 42DS9
DESIGNER: VICTOR COMPANY OF JAPAN, LIMITED, DESIGN CENTER, SATOSHI YOSHIMURA
The Immersive Experience. Enhanced picture and sound quality create a sensation of realism: its like stepping into the screen. But JVCs slim LCD design concept, Airy Design, goes beyond that. The cabinet has been reduced to the minimum, so the picture seems to float magically in mid-air. All the buttons feature touch sensors and lie flush with the smooth surface of the panel. The thin glossy bezel is designed to make you forgot this is a television. Its a unique window on the world suspended in front of you, transcending time and space. The living room will never be the same again.
VICTOR COMPANY OF JAPAN, LIMITED (JVC) AV FURNITURE PROTOTYPE
DESIGNER: ID+ INC. HIROSHI IUE AND VICTOR INTERIOR FURNITURE CO., LTD
This rack for audiovisual equipment such as JVCs Super Slim LCD TV has a chic and stylish design highlighted by a delicate metallic frame that makes products placed upon it appear as they are floating in mid-air. Unlike conventional stands where the TV is placed on top, this rack features a pole that acts as a large stand upon which the TV can be positioned. This design is ideal for lightweight, panel-type displays such as the Super Slim LCD TV as it allows the TV to be easily swiveled to the desired viewing angle by the user. Audiovisual equipment can be positioned neatly in the box and made to look as if they are hanging from within the metallic frame. Keeping with todays trend of making audiovisual equipment less noticeable via technological advances in media and network connections, JVC eliminated the window on the rack door used for checking equipment operation. In its place, a separate high-sensitivity infrared receptor mounted on the flap door of the rack transmits remote control signals to stored equipment. Operating status of individual equipment such as power on/off is displayed on uniformly designed indicators and the cabinet has a soft, turf-like textured surface that allows users to place fragile products such as digital equipment comfortably on top of it.Whats more, the audiovisual jacks and connectors for mobile phones or MP3 players are concealed beneath the soft, turf-like textured surface. When used, it becomes evident that JVC offers a good balance of form and function.

WILLCOM, INC. WILLCOM is the sole provider of PHS services in Japan, and has recently been engaged in the new phase of development involving wireless communication through W-SIM. W-SIM is a micromini communication module that combines a wireless communication function, antenna, and memory to store personal user data, such as in an address book. It has strong potential to correspond with a diversity of device types, and, therefore, could enable development of a variety of products to facilitate communication capability, even for those companies that do not possess wireless communication technology. These products that use W-SIM are called WILLCOM SIM style. We also established an NPO called WILLCOM Core Module Forum in 2005 in order to investigate and create new areas for W-SIM, such as in new terminals and business style. In this forum, we actively promote the development and popularization of various products and services that use WILLCOM SIM style. WILLCOM will continue to provide communication services across the boundaries of genres and the industrial world with our unique open strategy. www.willcom-inc.com

WILLCOM, INC.

WILLCOM SIM STYLE - WELCOME TO A NEW STYLE OF COMMUNICATIONS !

DESIGNER: MIHOKO HOTTA

WILLCOM SIM style is a product that can be attached to various models of WILLCOM mobile phones simply by signing up for, and purchasing, one item of WSIM. It is compatible with a wide variety of products, including mobile phones for business or sports, mobile phones of different size and shape, such as big, small, round and square, mobile phones for both adults and children, mobile phones with characters, and data cards for computers. It can even be mounted on teddy bears! Simply by plugging in W-SIM, it is possible to enjoy phone calls and E-mails immediately, and offers a style that can bring fascinating new experiences. WILLCOM SIM style is sure to progress much further, so lets create new exciting styles together.