Actually, they are both about making products; one just has electricity and the other doesn't. The two partners of A.M IDEAS, formerly product designers in ASUS's design department, initially focused on providing design services when they founded the company in 2010 in pursuit of the lifestyle they desired.

Since 2014, A.M IDEAS has collaborated with the Taiwan Rush Culture Association to develop products using natural materials for creation. Spanning different regions with one person in Taiwan and another in Japan, this cross-border collaboration brings natural materials such as Taiwanese makino bamboo and rush to the global stage.

The Chinese name of A.M IDEAS, "Lingchen Studio" (literally "Early Morning Studio"), is derived from the surnames of Wan-Shan Lin and Yun-Ju Chen. Transitioning from product design in the tech industry to craft design in the handicraft industry, their original intention was to convey an eco-friendly lifestyle attitude to more people, with the hope of integrating an increasing number of natural materials into contemporary life.

"We have always been thinking about what kind of materials have potential for both the environment and design." The two first encountered Shiahli rush weaving in Yuanli, Miaoli. As they grew more familiar with rush weaving, their curiosity and affinity for natural materials steadily increased, and they also began to show an interest in bamboo.

When bamboo has too much personality, let it participate in the design. During an 8-day Taiwan-France craft workshop in 2018, after intensive exposure to the various possibilities of bamboo material, the two decided to break away from weaving and use a heat-bending technique to process the bamboo, adding to the charm of bamboo as a natural material.

Using Taiwanese moso bamboo as their material, the two artists began by bending the bamboo with the mindset that “it absolutely had to be exactly as I imagined it when the 100% was finished,” only to discover that the bamboo’s natural resilience caused the original curve to spring back into a different shape.

“So now we’re making 50%, and we’re letting the bamboo take the lead with the rest of the 50%!” For product designers, it’s often frustrating when materials and manufacturing processes don’t go as expected, but they actually see the bamboo’s resilience and unpredictability as evidence that the bamboo is actively participating in the creative process.

The pursuit of natural materials reflects a warm and peaceful attitude toward life. Bending bamboo strips into streamlined shapes to present a unique aesthetic, A.M IDEAS utilizes the lightweight characteristics of bamboo to develop the "Path" series of bamboo jewelry.

The Path, the initial brooch collection, visualizes the path of dancing butterflies, while the subsequently developed earrings showcase the path of plant growth. In terms of color, a single-sided coating is chosen. By utilizing bamboo strips that curl slightly after being heat-bent, the original color and texture of moso bamboo are contrasted with dyed bamboo skin to present different layers.

Both希望 wear and visual aesthetic give people a gentle feeling, and they also hope everyone can join them in getting to know the personalities of these natural materials.