The concept of alternate arrangement is how designer Timo Wong arrived at the design of CELLS. The design mimics the contours of a typical fruit tray. The number keys are not separated by straight lines, boxes or circles but by alternating contours on one single surface. Each number seems to be divided into one cell of its own. Separated by what seems like an invisible boundary, the contours evoke a delightful sensorial experience on something we touch and hold almost everyday, like a cellular phone.