VMSD - December 2017 - 28

Derived from the Japanese phrase mujirushi ryohin,
its name stands for "no brand, quality goods," and it
practices this concept with pared-down store designs
and what some may consider "generic" labeling. (Muji
USA President Toru Tsunoda calls the company's
limited branding "one of [its] strongest assets.") It's a
purposeful shift from commercialism, and instead, an
emphasis on the products themselves, the users' need
for those products and the resources used to create
them, exhibiting Muji's core values of minimalism,
sustainability and functionality.

28

DECEmbEr 2017

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"The focus has always been on the retail [journey]
and allowing customers to experience Muji's welldesigned, high-quality products firsthand," explains
Tsunoda. "We strongly believe the products speak
for themselves and that accentuating our goods with
thoughtful merchandising is key."
Its product-over-brand philosophy flies in the face
of typical American merchant strategies that tend
to value the brandishing of logos and promotional
signage. Instead, the approach favors thoughtful use
of subtle materials, as seen in a feature wall behind
the cashwrap and columns throughout made from
locally sourced pine; clean-lined glass and black metal
fixtures that frame but don't distract; signage that
educates consumers on product sourcing and manufacturing; and artistic VM installations, like bottles of
facial toner water suspended above a skincare display
that reflect light at spontaneous angles.
"We wanted to bring in materials that were local and
also allow for some unique design touchpoints in the
store," says Tsunoda. Case in point, the "Muji Yourself"
embroidery station that allows shoppers to customize
textiles with a selection of more than 300 designs is a
special flagship element that Tsunoda refers to as "a way
of expressing gratitude for the community's warm welcome." The store will also offer a workshop series hosted
by local artisans and influencers.
While, for now, the retailer - which has more than
400 locations in Japan but only about 15 in the States -
might be unfamiliar to many U.S. shoppers, that's poised
to change, as it plans to open several new stores over the
next year, marking its 10th year in the country. 


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Table of Contents for the Digital Edition of VMSD - December 2017

Vmsd - December 2017
Contents
From the Editor
Vmsd Editorial Advisory Board
The Goods
Next Store
Top Stories of 2017
Brooklyn Bound
Reality Begins at Home
Special Report: Retail Design & Construction
Showroom
Ad Index
Checking Out
VMSD - December 2017 - Intro
VMSD - December 2017 - BB1
VMSD - December 2017 - BB2
VMSD - December 2017 - Vmsd - December 2017
VMSD - December 2017 - Cover2
VMSD - December 2017 - 1
VMSD - December 2017 - Contents
VMSD - December 2017 - 3
VMSD - December 2017 - From the Editor
VMSD - December 2017 - 5
VMSD - December 2017 - Vmsd Editorial Advisory Board
VMSD - December 2017 - 7
VMSD - December 2017 - The Goods
VMSD - December 2017 - 9
VMSD - December 2017 - 10
VMSD - December 2017 - 11
VMSD - December 2017 - 12
VMSD - December 2017 - 13
VMSD - December 2017 - 14
VMSD - December 2017 - 15
VMSD - December 2017 - Next Store
VMSD - December 2017 - 17
VMSD - December 2017 - Top Stories of 2017
VMSD - December 2017 - 19
VMSD - December 2017 - 20
VMSD - December 2017 - 21
VMSD - December 2017 - 22
VMSD - December 2017 - 23
VMSD - December 2017 - 24
VMSD - December 2017 - 25
VMSD - December 2017 - Brooklyn Bound
VMSD - December 2017 - 27
VMSD - December 2017 - 28
VMSD - December 2017 - 29
VMSD - December 2017 - 30
VMSD - December 2017 - Reality Begins at Home
VMSD - December 2017 - 32
VMSD - December 2017 - Special Report: Retail Design & Construction
VMSD - December 2017 - 34
VMSD - December 2017 - 35
VMSD - December 2017 - 36
VMSD - December 2017 - 37
VMSD - December 2017 - 38
VMSD - December 2017 - 39
VMSD - December 2017 - 40
VMSD - December 2017 - 41
VMSD - December 2017 - 42
VMSD - December 2017 - Showroom
VMSD - December 2017 - 44
VMSD - December 2017 - 45
VMSD - December 2017 - 46
VMSD - December 2017 - 47
VMSD - December 2017 - 48
VMSD - December 2017 - 49
VMSD - December 2017 - 50
VMSD - December 2017 - 51
VMSD - December 2017 - 52
VMSD - December 2017 - 53
VMSD - December 2017 - Ad Index
VMSD - December 2017 - 55
VMSD - December 2017 - Checking Out
VMSD - December 2017 - Cover3
VMSD - December 2017 - Cover4
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