MUJI IS Exhibition

MUJI started its history as a private brand of SEIYU supermarket with 40 products in 1980. Now with a vast product selection from clothing and household goods to food, it continues its expansion from its local roots to making a real social contribution, from its development in Japan to its growth all over the world. The brand embodies 3 fundamental principles: “Selection of materials”, “Streamlining of processes”, “Simplification of packaging”.To transmit these 3 principles as the brand’s universal elements, we put explanatory notes for each individual product on the product tag in the form of concise phrases.

This exhibition enlightens visitors to the work of copywriter Miyuki Tokunaga, who has helped to create the MUJI product narratives shown on individual product tags for many years. Since 2001 she has supervised our “Copy Writing Atelier” in MUJI head office, a workshop that formulates narratives for each product to express different viewpoints about it and the thought process that went into its development. Here she has grown this enormous work into a type of culture to accompany countless products, while at the same time putting much effort into evolving MUJI’s own language.For 12 years she also wrote columns for the brand’s self-initiated project “MUJI Laboratory for Living”, launched in 2009, while also working on various mediums such as MUJI’s booklet “Kurashi Chushin (Living Centric)”, the book “MUJI IS –MUJI Archives–” and devising numerous in-store POP display slogans.
Rooting these “product notes” firmly in MUJI’s origins, and creating their narratives: to continue building her legacy, we sincerely hope to share her affectionate thoughts with many people visiting this exhibition.

ATELIER MUJI