Routine Shoehorn for E&Y

Tokyo | 2017

Routine – Shoehorn for E&Y

Object, pleasure and ritual come together in one's daily routine.

Japanese brand E&Y commissioned Studiomama to create an everyday object. They designed a hand-crafted one-metre-long shoehorn called 'Routine', made from a single branch of white ash.

E & Y floor standing shoehorn, front view. Design Studiomama.

E & Y floor standing shoehorn, detail view. Design Studiomama.

E & Y floor standing shoehorn. Design Studiomama.

E & Y floor standing shoehorn, side view. Design Studiomama.

E & Y floor standing shoehorn, illustration. Design Studiomama.

Designing a sculptural shoehorn

Japanese brand E&Y commissioned Studiomama to create an everyday object.

They designed a hand-crafted one-metre-long shoehorn called 'Routine', made from a single branch of white ash. As well as being completely functional, it stands unsupported when not in use, doubling up as a sculptural piece that celebrates the natural grains of the wood. The result is an object where pleasure and ritual come together in a daily routine.

DESIGN: Studiomama
CLIENT: E&Y, Japan
PHOTOGRAPHY: E&Y

Product notes

MATERIAL: White Ash

SIZE: W.45 × D.110 × H.806

Tree born

Branch sawn

Long-form

Shoe horn

The Routine shoehorn was promoted by E&Y at the Design Museum in London and cited by the BBC as an example of an emerging Japandi trend in which Scandinavian and Japanese craft techniques and aesthetics merge.