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MUJI launches poster exhibition to celebrate its 25th anniversary

Baby MUJI, 1999, ©Ikko Tanaka / licensed by DNPartcom. The poster promotes MUJI's first line of baby clothing
Baby MUJI, 1999, ©Ikko Tanaka / licensed by DNPartcom. The poster promotes MUJI’s first line of baby clothing

MUJI was founded in Japan in 1980 and opened its first overseas store in London in 1991. It now has 50 shops in Europe.

The brand has a particular focus on simplicity – its utilitarian aesthetic is evident in both product design and its uniform packaging. Finishes and embellishments are kept to a minimum, keeping costs and production waste down.

The MUJI Wind Blows in London and Paris, 2000, ©Ikko Tanaka / licensed by DNPartcom. One of three posters celebrating MUJI's 20th anniversary, celebrating its expansion into London and France Lower priced for a reason, 1980, ©Ikko Tanaka / licensed by DNPartcom. One of the brand's first newspaper ads, promoting its first 40 products Natural - naturally MUJI, 1983, ©Ikko Tanaka / licensed by DNPartcom Love Doesn’t Beautify, 1981, ©Ikko Tanaka / licensed by DNPartcom. This newspaper ad explains how MUJI keeps prices down by eliminating unnecessary frills

Designer Ikko Tanaka was responsible for shaping the brand’s visual identity and created the bulk of its advertising in the 1980s and 90s. Twenty-five posters from past campaigns will be on display at MUJI’s Covent Garden store from October 18 to 23 and in Milan from October 27 to November 7. Posters highlight MUJI’s continued use of humour and playfulness in its advertising, as well as the brand’s key pillars of simplicity, affordability and streamlined processes.

Essential Quality, 1997, ©Ikko Tanaka / licensed by DNPartcom, celebrating products "that make the most of original flavors and appearance" Food that is as close to natural as possible, 1998. The color of undyed, unbleached natural fibers is called kinari in Japanese - this poster celebrates kinari shokuhin (kinari foods) Cotton Life, 1990, ©Ikko Tanaka / licensed by DNPartcom. Poster promoting MUJI cotton. Models are master practitioners of kakunori (square log rolling), a historied traditional perfor- mance with its roots in Edo-era lumberyards Teacher, Student,©Ikko Tanaka / licensed by DNPartcom, celebrates lifelong learning, and MUJI learning from everyday life to make its products Maturity - Taste the Time, 1991, ©Ikko Tanaka / licensed by DNPartcom. This poster promotes the importance of taking time to make products, using the process of making soy sauce

Alongside posters, MUJI will be exhibiting 25 iconic products from the brand’s archives. It has also invited six design and lifestyle bloggers to create a window display for each day of the exhibition.

See 25 Years of MUJI at 21 Slingsby Place, St Martin’s Courtyard, WC2E 9AB from October 18 to 23. Details can be found on MUJI’s Facebook page.

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