To the children of
children of children.

The philosophy of ideaco’s founder, Haba, is deeply rooted in minimalism and draws inspiration from Zen Buddhism. His days began with the chanting of sutras, a practice influenced by his parents, who were enthusiasts of sadou (the Japanese tea ceremony). This upbringing instilled in him the Buddhist ideals of honouring ancestors and accumulating virtue as life’s purpose, as well as the Zen ethos of finding abundance in simplicity—values that are profoundly reflected in the ideaco brand.

As a designer, Haba embraces the paradox of striving for minimalism—where owning fewer things is ideal—while continuously innovating to create new products. This pursuit is guided by a vision to craft timeless, enduring objects that will remain valuable for years to come.

This philosophy is encapsulated in the ideaco brand’s mission: to create lifestyles that connect the present to future generations, or as we say, “To the children of children of children.”

Living Simply and Beautifully.

In Japan, there is an ancient perspective on nature known as “Sanzen-soumoku-shikkai-joubutsu”, which teaches that mountains, rivers, grass, trees, and even stones are imbued with a divine presence. This philosophy reflects a deep reverence for nature. In rural Satoyama regions, people have long practiced a way of life characterized by harvesting only what is needed, avoiding waste, and cherishing and fully utilising resources.

Japanese lifestyle and aesthetics are rooted in this Satoyama-inspired worldview. It is a culture that values simplicity, timelessness, sustainability, and designs that harmonise without being overly assertive.

Born and raised in Japan, we bring this cultural heritage and aesthetic sensibility to the world. At ideaco, we merge these traditional values with innovative perspectives and ideas that address the needs of modern living. The origins of the ideaco brand lie in the timeless beauty of Satoyama.

Debut with “CUBE” in 1998

The ideaco brand made its debut in 1998, nine years after the establishment of IDEA Co., Ltd., with the groundbreaking umbrella stand “CUBE”. Recognised as the world’s first compact umbrella stand that required only the tips of umbrellas to be inserted, CUBE garnered significant attention.

It was featured in renowned publications such as the British design magazine “Wallpaper” and “The New York Times” and was celebrated as a quintessential example of Japanese minimalist design.

Even over 25 years since its launch, CUBE continues to be highly regarded as an epoch-making product and remains a staple in the market to this day.

“TUBELOR” becomes a
Global Standard in 2005

In 2005, the stylish rubbish bin “TUBELOR” made its debut. TUBELOR was highly acclaimed as the world’s first two-layer rubbish bin that allows users to elegantly hide plastic bags simply by covering them with its outer layer.

The product received prestigious accolades such as “the iF Product Design Award 2008” and “the Red Dot Design Award 2012” in Germany.

Today, TUBELOR is recognized as a global standard and is featured as a guest room amenity in renowned hotels around the world, including “Hotel Costes” in Paris, “The Standard Hotel” in New York, and “Mandarin Oriental” in Hong Kong.

Currently, ideaco brand products are available worldwide, including at Paris’ celebrated design shop “Merci”, design museum shops across European cities, and notable locations in the United States such as the “MoMA” Design Store and specialty chain store “The Container Store”.

Product Journey

Contributing to the Realisation
of a Sustainable Society

ideaco products, created with innovative concepts, have come to represent a type of lifestyle brand that was previously non-existent. They have gained recognition and support not only in Japan, but globally.

With the brand philosophy of "To the children of children of children," ideaco is dedicated to designing compact and clean lifestyle products for people, continuously developing and providing environmentally friendly products that contribute to the sustainability of our planet.