Every so often, we come across a design that makes the whole office crowd around a computer and giggle like third-graders; South African-based Joom’s latest design is one of them. Called the ‘Mooj’ it’s a bookcase…shaped like a cow…on wheels. While we all love it, inside we’re burning with jealousy with not having thought of it first.

Joom’s two founders – Justin Plunkett and Megan Craig – must have an obsession with the form of animals, be they domestic cows or exotic springboks, which comes through clearly in Joom’s products. Being in Africa rather than, say, Brooklyn probably helps.

Biophilia is a real phenomenon, one that can improve people’s well-being through interactions with the natural world. Animals make such good subjects because of the instant connection we feel towards other living creatures, even if the ‘animal’ has my DVDs and old college books stacked on it.

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See Also: Extruded Dog Bench,“Water Filters for the Third World”,Solar Water Purification,

This entry was posted by Jeffrey Goodman on Wednesday, November 22nd, 2006 at 9:39 am and is filed under Design, Social Change, Technology. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.