Why did Ichiro Inc.start 'Ichiro-Iro' project?

Ichiro(Ichiro Inc.) hit upon the idea of designing 'tools for living' that would Revolutionize the concept of furniture.

Ichiro Inc. is a maker of polyester decorative plywood.
Paints are mixed in-house to produce colors to order.
Now Ichiro have taken a fresh approach,
from a different starting point, to the relationship between everyday spaces and furniture,
and embarked on a new kind of furniture-making aimed at forging a new kind of connection
This is the 'Ichiro-Iro' project. 'Iro' is Esperanto for 'tool'.
Ichiro will now be offering tools designed to bring the real you to day-to-day living.