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News MUJI 25 Years in Europe

To celebrate the brand’s 25 years in Europe, Camron worked with MUJI to create pop-up poster exhibition of MUJI’s archival, rarely and never-before-seen posters based on the brands iconic newspaper advertisements. The posters, many of which were created under legendary art director Ikko Tanaka and current art director Kenya Hara, offer a brand trajectory that documents MUJI’s rise to become one of the leading international design brands worldwide.

For the exhibition, we worked closely with Produce UK and took over a space in London’s Covent Garden neighbourhood for six days, displayed 25 of these posters alongside a curated showcase of MUJI’s 25 iconic products. Over 2000 visitors including MUJI super-fans, tourists and press attended the exhibition!

In the retail window of the space, we invited six bloggers – across fashion, interior design, travel and beauty – to come by for a daily #myMUJI window takeover. For 6 days, shoppers and passers-by walking through Covent Garden were treated to creative window display unique to each blogger, consisting of their favourite MUJI products styled alongside personal items.

To take the celebration even further, Camron worked with Tokyo-based British artist Andrew Joyce to illustrate in black & white the 25 most iconic MUJI products on collectible postcards. These postcards were installed across 10 stores in London, Paris, Berlin, Munich, Barcelona and Lisbon and customers were invited to colour them in, take them home or send them to friends.