If you're not familiar with the MUJI brand, here's how they describe themselves:
MUJI is simplicity - but a simplicity achieved through a complexity of thought and design.
MUJI's streamlining is the result of the careful elimination and subtraction of gratuitous features and design unrelated to function.
MUJI aspires to modesty and plainness, the better to adapt and shape itself to the styles, preferences, and practices of as wide a group of people as possible. This is the single most important reason people embrace MUJI.
MUJI - in its deliberate pursuit of the pure and the ordinary - achieves the extraordinary.
Cool Hunting: Muji Soho
MUJI U.S.A. :: MUJI SOHO Opening
