Art is told to be art because it is useless ; because beauty needs inutility, or the french author Huysmans write it : “The most utile room at home are toilets”. Kenji Kawakami, the Japanese fundator of Chindogu, doesn’t seem to care about this european statement. His company basically lies on the art of inutility. More precisely, its products are just in between art and usefulness. A tube of butter looking like a glue stick, a toothbrush that also splits water, these are examples of the kind of objects this brand offers. Is that art ? Whatever, we just can’t stop looking at it.