Muji’s product fitness

Japanese brand Muji is to hold an exhibition at the Design Museum next month, which it says will highlight its ‘less is more’ approach to packaging and design.

Memo pad
Memo pad

Showing archived products, prototypes and some products which have never been sold in Europe, the Product Fitness 80 exhibition will, Muji says, demostrate its ‘monozukuri’ (that’s Japanese for craftsmanship).

The exhibition is being held during the one-year anniversary of the 2011 Japanese Earthquake. Muji says, ‘The aftermath of the earthquake only served to underline the awareness of truly appreciating many wonderful things we take for granted in our daily lives.

Coathanger
Coathanger

‘Increasing concern about our excessive consumption of goods and materials, as well as an over-emphasis in the media on encouraging excessive consumption, has been growing.’

The exibition’s title – Product Fitness 80 – comes from Muji’s hypothetical question, ‘What would happen if we used 20 per cent less materials and energy to make products.’ On display, Muji says, will be product design at 80 per cent.

Vinyl umbrella
Vinyl umbrella

Products going on show will include pens, umbrellas, business card-holders and other everyday essentials. Although Muji says it tries to keep its designers anonymous, it does reveal that designs by Naoto Fukasawa will be in the show.

Sharp-point pen
Sharp-point pen

Product Fitness 80 will be at the Design Museum, Shad Thames, London SE1 2YD from 9-18 March. It’s free to enter if you have a Muji receipt or flyer from in-store.

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