On April 17, Google’s new smartphone “Pixel 10a” was released in Japan.
The Pixel 10a is currently available in four colors: “Fog”, “Lavender”, “Obsidian”, and “Berry”, which are expanding globally. In addition to this, “Isai Blue” will be added on May 20th, and it will be available in five colors.
Unlike the other four colors, Isai Blue is a limited edition model in Japan. It is not simply a domestically limited color, but a model characterized by product accessories and the original product concept.
This model was born in collaboration with Heralbony, which develops art drawn by artists with disabilities. The color name comes from Heralbony’s mission “Let go of the strangeness.” It is said that there is a rule that the color names of the Pixel series are derived from things that exist in nature, but Isai Blue is unique in that it deviates from that rule. When the Japanese team proposed the name to the global team, it was decided without any discussion because they received strong sympathy for this collaboration.
The product comes with the same body and various cables as the global model, as well as original stickers and a bumper case. The sticker used a design created by a Heralbony contract artist. The bumper case protects only the area around the main unit. The back of the main body is not covered, but you can take advantage of the back of the Pixel 10a, which has become flat, including the camera part, and you can enjoy it by attaching the included sticker.
The characteristics of Isai Blue are not limited to the hardware aspect. Theme packs that allow you to change the wallpaper and icon color are also available exclusively for this model. Each theme uses designs created by different artists, and there are three types in total. Not only the wallpaper, but also the icons of Google-related apps change to matching the color tones of the wallpaper.
At the press conference for Pixel 10a, Kazuko Abe, regional director of Google Pixel Product Planning Asia Pacific Business, presented Google’s philosophy that “technology evolves according to the people who use it, not people adapt to technology.” He explained that when he came into contact with the artwork by the artist who signed a contract with Heralbony, he felt that it was in line with that idea. This collaboration is said to have started from a level of empathy at the ideological level, rather than prioritizing design.
The blue color of this model is a symbol of World Autism Awareness Day and comes from the fact that it is a color that respects individuality. Takaya Matsuda, Co-CEO of Heralbony, explained that he proposed the adoption of this color to Google because he thought that blue was a color that was close to each individual’s personality and was consistent with Pixel’s philosophy. Google also said that it was considering blue as a Japanese color, such as indigo-dyed blue and the Japanese team’s uniform in the World Cup, and the direction of the two was the same.
As for wallpapers and theme packs, they were not originally planned. However, there was an opinion that the very existence of the product should be art, and it was implemented. There is an item in Google’s UI that emphasizes visibility, and while balancing design and visibility, the original Isai Blue icon was born.
Unlike the other four colors, Isai Blue is only available in the 256GB model. The price is the same as the other models at 94,900 yen. As mentioned earlier, the release date is May 20th.
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