The Japanese studio Nendo is one of my favourite. Their design has been drawing my attention from some time so while sitting perched upon my pillows I started to think why and what makes it so appealing to me?

Japanese design has it's very rich traditions. It's aesthetics derive from Taoism specifically Zen Buddhism imported from China in ancient times. The key word's are minimalism and simplicity. 
They believe that the rooms true beauty is in it's emptiness - "aesthetic ideal of emptiness". The mood the feeling of the space should be captured by imagination not by physical presence. It is not what we see with our eyes but what we imagine. The design is always very simple but done with unbelievable attention to detail using various types of wood and neutral palette of colors. All this to underline the connection between design and nature. What I find beautiful is that it gives me a sense of calmness and peace. It is not trying to be appealing or attractive but simply is.. 

If we visit Nendo's website we can see that their approach is inevitably close to all of these values. 
Giving people a small " ! " moment. There are so many small " ! " moments hidden in our everyday. But we don’t recognise them and even when we do recognise them,we tend to unconsciously reset our minds and forget what we’ve seen. But we believe these small " ! " moments are what make our days so interesting, so rich. That’s why we want to reconstitute the everyday by collecting and reshaping them into something that’s easy to understand. We’d like the people who’ve encountered nendo’s designs to feel these small " ! " moments intuitively. That’s nendo’s job.