"Bell" is a new format for the morning alarm clock that moves the bell component to the back, and uses it as part of it's body. This not only saves on components and simplifies the appearance, but also allows for a much louder ring. Louder than a mobile phone, a desk clock or a watch. As loud as a fire bell, a bicycle bell or a door bell. This loudness is reflected in the choice of colors: fire bell red, bicycle bell chrome and door bell black. Japan’s long history and unique culture has created an original design vision. Minimal and innovative, Japanese design is known for imaginative and creative solutions as well as visual harmony. Beyond being a driving force in creating and promoting Japanese design, Idea International supports designers from all over the world. As a manufacturer and design company from Japan, Idea supports and directs designer’s creations to find the best solution through its own distinctive filter.