Muji's zesty Zen

THE first time I stepped into Muji was in 2003, when the Japanese store opened in Junction 8 as part of Seiyu department store. I walked right out after a cursory scoping of the merchandise on display. No-frills is not for me, I had decided right there and then. "No name brand"? Bah, humbug. Give me Michael Kors' overpriced, overwrought paraphernalia any time.

But slowly, over the years - and largely because journalists just can't keep their mouths shut when it comes to well-designed stuff - I grew to love its purity of lines, shorn of embellishments and spartan, almost abstemious product design.

Muji started life in Japan in December 1980 as "Mujirushi Ryohin Aoyama" - which is Japanese for "no-brand quality goods". At first, it was an in-store label for the The Seiyu, Ltd, designed for savvy, cost-conscious Japanese shoppers who gravitated towards its credo of "lower prices for a reason".

Then, in 1989, a new Seiyu spinoff called Ryohin Keikaku, became a manufacturer and retailer for the planning, development, production, distribution and sale of Muji products, which embrace almost everything - clothes, household articles, food. Today, what started as an in-house label touting barely 40 products in the 1980s has burgeoned into a billion-dollar multinational, selling more than 7,000 products.

In fact, contrary to popular belief, Muji is not about trends or individuality, its makers say. Muji develops its products solely from the consumers' point of view, so that the buyer does not pay for something he won't use. These products, while simple, embody the Japanese ethos of "rational buying". Muji opened its first overseas stores in 1991 in London and Hong Kong, and today cuts a global swathe with 800 stores. This year marks its 15th anniversary in Singapore, with 11 stores islandwide and three Cafe&Meal Muji outlets. Here are some new ways Muji is re-inventing itself to stay current:

Open Muji

Open Muji at the flagship store in Plaza Singapura is a community-conscious brainchild of the retailer for its customers to share ideas about design and modern-day aesthetics . It will also host workshops, have an art gallery, exhibitions and organise talks. The whole idea for this new way of engaging its customers is to forge closer ties with the community and facilitate periodic collaborations between Muji and Singaporean creators and designers to allow for exciting creative exchanges.

Found Muji

Muji believes that not all retail needs to be brand new retail. Muji's designers have been scouring the world since 2003 for products that can be repurposed with the Muji hallmark of simplicity and functionality. After refining these items, it reproduces them at reasonable prices while retaining the original essence of the product's design DNA. It is part-gallery and part-retail space, as it houses vernacular designs that inspired Muji products in the first place - such as metal bowls from India, Celadon pottery from Thailand and French enamelware.

Muji Labo

This line features original approaches to basic apparel. Muji Labo began as a special project in 2005 to explore basic concepts in apparel. What Muji Labo learns through product development eventually becomes standard apparel in Muji stores, reflecting practical design and conscientious materials, such as organic cotton, that are mindful of both the producer and the environment. The style is predicated not only on comfort but also on function, and eschews superfluous decoration.

Idee

Idee was founded in 1980 and originally began by importing and selling antiques from West Europe. Since the brand started to make original furniture in 1982, Idee has been designing, developing and selling its own furniture line. Idee means "Idea" in French, expressing the importance of what the item is primarily created for and how it should function. This interior brand, which originated from Tokyo, is now one of the members under Ryohin Keikaku Group. Based on the theme of "Life is about Everyday", Idee supports customers with sophisticated household items to pursue a quality lifestyle with lots of colour and personality. Also on the cards at Muji stores: The retailer will be organising more workshops for customers mainly on its Muji skincare series and its Interior Adviser Workshop.

And for Muji's 15th Anniversary, renowned Japanese textile designer, Reiko Sudo will talk about how Japanese sensibilities are woven into Muji's clothing design.

Cafe&Meal Muji

Muji goes to great lengths not just to whip up good cafe food but cafe food that has been "kissed by Nature" - read "su-no-shoku". Dishes are cooked very simply so that the natural flavours of the ingredients are not overwhelmed by an excess of sauces and seasoning. Warm wood coddles the diner everywhere in a Cafe&Meal outlet, to be visually palatable as well. The Singapore outlets take their cue from the menu in Japan, where the emphasis is on seasonal produce - from spring, summer, autumn to winter. At the cafes, customers are assured of the natural taste sensations of Japan's four seasons.