2008. especially in this difficult economic environment, what a welcome surprise it is to covet something that is actually affordable!
On a hot summer morning when I found out
The expected Muji store finally opened on the first floor of the New York Times building.
Like all the other Muji outposts, the area is a bit boring with confidence: no intrusive signs, overwhelming sales people, or dazzling window displays.
On the contrary, it\'s just a table and shelf that is simply displayed --
But it\'s obviously desirable. stuff.
It\'s a little comforting for a small shop to sell, especially if it\'s the right thing.
Did you say you spilled coffee on your shirt before a big meeting?
Buy a beautiful new one for less than $60.
Is the chaos on your desk draining your will to live?
Simplify with recycled paper notepad and several brightly colored gel ink pens.
Exhausted after a particularly cruel day?
Store memory foam pillows and change to a washable duvet on your way home
Or, as far as this is concerned, it\'s a new bed.
Add some bookcases, functional storage boxes, and a pair of cool little cardboard speakers while you\'re there.
Muji was founded in Tokyo in 1980.
The name is an abbreviation for mujirushi ryohin, meaning \"no.
\"Its original product range was sold in the seyu supermarket chain in Japan, which only included 9 household items and 31 food staples, packed in inconspicuous bottles, cans and bags.
To 1983, the line has expanded to 723 projects, and Muji has opened its first free project.
Specialty stores in Tokyo;
It began its global expansion in 1991.
Today, there are 339 stores in Japan, 83 in Asia and other European countries, and 3 in New York, including one at JFK airport, which will open in October. (
There are other plans in the United States. )
At present, there are more than 7,000 products sold in Muji.
Despite its growth, Muji has maintained its commitment to produce carefully considered basic products at the lowest possible price --
The strategy was very counter-intuitive in the 1980 s, when Japan was the center of conspicuous consumption.
Muji products resist more-is-
Western luxury companies greedily promote more credo in Asia and are known for recycling and reducing waste: 1981 ads for canned salmon slices, which take advantage of the easily discarded parts of fish, urge gourmets to \"enjoy every edible part of salmon from start to finish! ” (
Fergus Henderson answered the phone. )
In Japan, Muji products currently sell bread and skin snacks.
The chips you cut off the sandwich-
There is also egg cake, which has a high calcium content and is good for you.
Color socks and vests are made of excess yarn discarded during the production of other garments;
A cool, rude T-
The shirt is folded up to create a perfect cube without extra packaging.
Even more upscale items like bicycles, household items and prizes --winning, wall-
Install the CD player to show off a proud minimalist aesthetic.
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View all New York Times newsletters. Muji’s frill-
The philosophy of freedom seems to be particularly-
The goal now is that the design community is turning to understatement and familiar shapes instead of \"forward\"thinking” (
Gadgets and graffiti that we\'re used to recently.
As the recession becomes a reality, the issue of sustainability is no longer just a concern for the political involvement of housewives in Northern California, and a return to simplicity seems not only desirable but completely inevitable.
\"People tend to look for something new or radical,\" said Naoto Fukasawa, who has been working as a design consultant for Muji products since 2002.
\"But I don\'t think these new projects can replace other projects with history.
The fact that things will last until time is their strength and value.
To prove his point, Fukasawa recently worked with designer Jasper Morrison to plan an exhibition called \"super normal: ordinary feeling.
They showed 210 daily items (
Seiko watch, ordinary plastic bucket, Bic lighter)
According to the supernormal, sensational general paperback that comes with the show, his main attraction is the ability to \"hide its features until they become almost invisible.
In other words, the design of a product is so instinctive as if they have never been designed.
It\'s not surprising, a few Muji products (
Calculator, air filter and kettle, among other things)made the cut.
Yamoto Yohji\'s business partner, representing Yamoto, has also taken a similar position in the morning market, which advises the Muji fashion series.
His mission, he says, is to make \"clothes that someone will wear until it is loose and then buy the same thing \"--
It\'s like a luxurious white shirt or a basic suit coat.
He felt that the household products of Muji products had the same integrity.
\"They don\'t seem to have finished 100% yet, which is very attractive for the design community.
For example, the screw display on the wooden coffee table-
It\'s easy to hide them though --
But it looks good. It’s honest.
\"Ultimately, the goal of Muji products is to connect customers with the surrounding environment through the products they use.
\"I think people are questioning whether special designs are really necessary,\" Fukasawa said . \".
\"The method of Muji is to eliminate the design
Provide a reliable choice, so it becomes unnecessary to label the brand.
Simple is not a style.
This is a state of harmony.
\"A version of this article appears on Page m2 80 of T magazine with the title: Unbrand.
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