Tokyo – Japanese homeware retailer Muji has rebranded its original store in Tokyo’s Aoyama district as Found Muji. Instead of stocking Muji products, it sells items that have inspired its design team.
The premise of the store is to emphasise exploration and discovery, as its stock comes from around the world. Muji chooses items that chime with its brand ethos of pared-down, functional but aesthetically pleasing products.
Showing items that inspire the brand is effective in helping customers understand the ideas behind its products. For more on how brands are sharing the inspiration and process behind their products, read our Show Your Working microtrend.