MUJI: 10,000 shapes of TOKYO

March 11, 2016

Through a collaboration with the city of Tokyo and 10,000 products, we have created a model of Tokyo city.

Muji (無印良品 Mujirushi Ryōhin) is a Japanese retail company which sells a wide variety of household and consumer goods.

It is distinguished by its design minimalism, emphasis on recycling, avoidance of waste in production and packaging, and no-logo or “no-brand” policy.

The name is derived from the first part of Mujirushi Ryōhin, translated as No Brand Quality Goods on the European website.

Muji’s no-brand strategy (generic brand) means that little money is spent on advertisement or classical marketing, and it’s success is attributed to word of mouth, a simple shopping experience and the anti-brand movement. The no-brand strategy also means its products are attractive to customers who prefer unbranded products for aesthetic reasons, and because it provides an alternative to traditional branded products.



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