GERHARDT KELLERMANN










MUJI - SHIRT

The 'MUJI' project was a case study project of working for one of the most unique and
intriguing companies in the design world. A brand that started as a local Japanese phen-
omenon and thanks to a unique vision on Production, market, identity etc... grew to be-
come a universal brand and an icon in the design world. The project was defined as a 'case
study' project, meaning that it was self made and was not done with a commitment to/from
MUJI (except for supplying basic support information) This detachment from the company was
deliberate and aimed at giving the students more freedom in the work 'with' the company to-
gether with a more critical and honest view on their 'client'. The original aim of the pro-
ject was to create the imaginary product range of Muji.de (Muji Deutschland) Looking at MUJI
as a Japanese brand that became universal, the students were to design the 'German collection'
of MUJI. In the same way that MUJI offers general universal items mixed with more 'Japanese
items', the aim was to adapt local (German) heritage and items into becoming universal Muji
items. This project looks at MUJI as a universal brand and tries to see if a part of its
future development could be to 'localise' , to have different 'cultural items' from different
places, enriching its collection and widening MUJI's cultural exchange through its objects.





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