Tangent is a London design collective founded by Dr Hideki Yoshimoto in 2015.

Hideki completed PhD in Innovation Design Engineering at the Royal College of Art, following his master’s study in aerospace engineering with particular focus on artificial intelligence and human-computer interaction at the University of Tokyo. Led by his interdisciplinary knowledge, the multinational team seeks to define true beauty by intertwining technological developments with industrial design.

The core brain of Tangent is Hideki Yoshimoto (director / lead creative technologist), Edward Slater (production manager), Massimo Marolda (artistic director / lead industrial designer) and Federica Annacondia (industrial designer).


Tangent explores and proposes unique ideas which bring the latest technology to people's lives. Its approach is, however, not to impose technology for its own sake. Instead, by interweaving technology with design at the most sophisticated level, Tangent promises its customers a wholly novel yet somehow familiar experience.

A tangent line does not dissect a curve but touches it at a given point. Respecting such gentleness and subtleness, as well as the power of the point of contact, the brand's core philosophy of 'novel, familiar, luxury' is certainly reflected in its creations.


Our approach to making combines classic craft and state-of-the-art digital fabrication. We will saw, drill, machine with aid of computers, 3D print and laser cut material according to what we want to create. We will design and assemble electronic circuit boards, program micro-controllers and write software codes for interaction. This is new craftsmanship in a digital age.

Every product we make is assembled and finished by us with the utmost care. While more and more “useful” inventions are surrounding our lives and are being rapidly consumed, we want to create things that people could love without a reason; hand crafted objects, we believe, achieve this.