B Magazine Meets Muji for its Latest Issue


“Brand Documentary Magazine” “B” turns its attention to everyone’s favourite general store Muji for its latest instalment. Focusing on a single brand for each volume, the Korean ad-free monthly digs deeper to reveal the stories and the people behind each company. Selling stripped-back, unbranded goods with an eye on quality, Muji has become a worldwide phenomenon since it opened its doors in 1983. With over 600 stores across the global, selling everything from ready-meals to luggage, this minimalist’s dream has the likes of art director Ikko Tanaka and designers Kenya Hara and Naoto Fukasawa to thank for its success, all instrumental in forming the company’s less is more philosophy. In this short film “B” introduce issue 53, speaking to design experts and key Muji figures to uncover the secrets behind the brand’s rock solid relationship with its loyal customer.