Here’s an AC power adapter, rethought for beauty and simplicity. We worked with SoftBank to rethink every aspect of the AC adapter. The project led to something that is functional, intuitively obvious, and elegant. Power adapters are necessary in daily life, but frustrating. Their wires too easily get in the way, and even kink; the whole thing can feel like a manufacturer’s afterthought. We looked for a better idea. The sewing bobbin was the solution. Its cylindrical form and flared ends invite users to wrap or spool the cable around it. The spooled wire form actually embellishes the whole, in a functional display of Japanese simplicity at its best. Designed for SoftBank.