Founded in Japan in 1980, Muji opened its first overseas store in London in 1991. The brand now sells its clothing and homewear products in 50 shops in Europe.
To celebrate its 25th year, the brand has opened a pop-up exhibition of archive posters and iconic products. It includes 25 posters from past campaigns and 25 products.
Muji has always focused on simplicity, applying a utilitarian aesthetic to all its products and packaging. Japanese designer Ikko Tanaka shaped the brand’s visual identity and created the bulk of its adverts in the 1980s and 1990s. Among these were its posters, which highlighted the brand’s ability to use humour and playfulness – while keeping with Muji’s pillars of simplicity, affordability and streamlined processes.