Japanese lifestyle brand MUJI was founded in 1980 as a way to resist consumerism and heavily branded goods. Since then, MUJI has expanded in its native Japan and globally, extolling a philosophy of functional, affordable, and minimalist design. MUJI's full name—Mujirushi Ryohin—translates to "no brand, good quality" and exemplifies the company’s founding concept of design-led products made to last and make the customers lives better. MUJI began with three steps: selecting materials, scrutinizing processes, and simplifying packaging. MUJI’s concept of emphasising the intrinsic appeal of an object through rationalisation and meticulous elimination of excess is closely connected to the traditionally Japanese aesthetic of “su” –– meaning plain or unadorned –– the idea that simplicity is not merely modest or frugal, but could possibly be more appealing than luxury.

MUJI’s main aim is to continuously improve the way people live, promoting wellness through the joy that well-made, simple products can provide. It is a brand based on simplicity and this goes into every aspect of their product design: eliminating packaging and frills and creating products that are timeless and high-quality they can be used over and over again. MUJI believes that the trends and materialism that drive consumerism are a distraction from personal happiness and living a pleasant life. So MUJI creates objects that blend into the background, are made with natural materials and are inherently useful.

Known for its minimal stationery, clothing and homeware, Muji has recently taken a step into hospitality, opening a MUJI Hotel in Shenzhen made of MUJI products. In following the brand’s general outlook, the hotels promise a simple, no-frills design and will of course be stocked with iconic MUJI homeware such as simple wooden beds and furniture, simple toiletries in minimalist packaging, and plush towels in earth-tones.

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