Muji’s expansion into the hospitality industry feels like a natural evolution. Popularizing a minimal but chic aesthetic, the lifestyle brand provides everything from household goods to clothing. The company has even dabbled in tiny prefab homes and airport terminal design. We wondered how Muji’s use of materials and design will inform the aesthetic of its hotels, so we asked MB Design Director Dave Cameron: “Simply kitting out a hotel with Muji’s furniture, furnishings and fittings could result in a slightly surreal experience — a sleepover in one of their stores, which could be enjoyable for some?! But this would be an underwhelming and crude creative solution. It will be more authentic to design the Muji experience — one that is simple, peaceful and well-designed — reflecting their products and expressing their brand. Get the full story at Moving Brands