A global presence with a catalogue that spans from stationery to clothing and also includes electronicc and prefab, Muji debutes in the hotel world with multi-purpose complex that has been recently built in Shenzhen, the hi-tech capital of China.
In this multi-colour sparkle of luminous signs that flickering seem to call out to the wallet’s of potential clients, Muji lays claim to its “no-brand” philosophy.
It shies away from the noise and seeks peace in the simplicity of the white sans serif logo that takes pride of place on the facade, seemingly unassuming yet immediately recognisable even in the unusual coupling with its attribute, the hotel.
The hotel, identifiable in that now known typology as experiential, is built in line with the corporate mantra: “walk as much as you can, eat well, sleep well and keep fit”. There are more than 79 rooms, positioned between the fourth and the sixth floor. The structure also accommodates a gym, three conference rooms, an extremely well stocked library open 24 hours a day, the Muji Diner restaurant that is operational from breakfast to dinner with its light menus, a single-brand megastore spanning 1,726 m2 on two floors.
The surface area of the room range from 26-61 m2 and as for all the public spaces feature Muji furniture and accessories. The wood, largely recycled and dominant on the walls or positioned on the flooring, is combined with stone, in natural colours and textures to re-establish a sober feel – at the limit of ultra-minimal – and a sense of peace and lightness. As for the products that are as is known are created to assign a value to the object not connected with the brand but rather the choice of materials, the attention to detail, the simplicity that stretches from design to packaging, the same can be said of the Super Potato interior design. A design that focuses on minimalism and formal consistency that makes interiors, upholstery and furnishing soberly appropriate to their function.
Intentionally obscured are the names of Jasper Morrison, Naoto Fukasawa and other important designers who have developed furniture, decorations and accessories for Muji, shrouded in anonymity behind a design that is distinctive yet above all intuitive in terms of use, neutral in its colours, solid and rational. Practical quality that is not at odds with the reassuring result of this first accomodation experience that based on the anti-brand concept seems to strive to be its temple. The first of an already anniounced series.
