★ENGLISH BOX★

讀書會時間:2009/04/15
文章選讀者:路西
文章來源: http://www.examiner.com/x-4003-Techie-to-Trendy-Examiner~y2009m4d1-MUJI-the-business-of-the-unadorned
文章作者: Asa Murphy

首次文章內容，我抓了一篇短篇的文章，內容為日本品牌 MUJI  的簡介，
因為我本身是學設計，所以自行選擇設計相關題材作一個開端，
請各位在星期五晚上聚會之前，有機會的話就可以先做閱讀瀏覽，
文章的難易度及題材若有疑問，我們集中在星期五晚上的聚會討論。

MUJI:
the business of the unadorned

Creating a brand out of no-branding is one of the most interesting recent concepts in visual merchandising. Japan-based retailer MUJI has been creating somewhat of a phenomenon in several countries over the last few years, doing just that.

MUJI, a chain selling a variety of items for the home and office, claims it is not a brand. What has made MUJI famous is not its complicated designs or designer names; quite the opposite, it is the lack of designer signatures, the lack of branding on any of their 7,500 items, and the strong emphasis on reuse and recycling. The company regularly sells products designed by well-established designers; however, the products carry no signature or branding.

According to their website, “MUJI’s characteristic trait is economy.” They promote a lifestyle of simplicity, of inexpensive quality, and of nature conservation. In a worldwide economy which appears rather dismal, I expect MUJI to be the next big wave. Its clever message of self-restraint will become a way of life in our previously consumer-happy western societies.

MUJI has stores all over Asia and Europe. Recently they have entered the US market, although in a limited way. You can visit a MUJI store if you are in the NY area, specifically in Soho, theTimes Square, and Chelsea. The NY MOMA also carries a limited selection of items in their gift store. I expect to see them at our local SF MOMA very soon. Till then, you can find their furniture and gift items online, and decide whether this will be the way you will choose to adorn your future house. Once you’re able to get a mortgage loan again, that is.