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To celebrate the opening, ILLUM and MUJI join forces with a campaign channeling personality, community and diversity. 

MUJI is a dream world for everyone wanting clean lines and decluttered spaces. From October 9th, over 1.900 sqm of ILLUM’s 4th floor will be dedicated to the favored ‘no brand’ products for every part of your home, as the Japanese lifestyle brand presents its first flagship store in Denmark.  

 

In celebration of the opening, ILLUM and MUJI have joined forces in a campaign portraying a diverse mix of Copenhagen personalities all wearing MUJI’s FW20 apparel collection. The photo series, consisting of 12 photographs, is shot in a pared-back setting, allowing the personalities to speak first. 

 

When MUJI launched in 1980, it was with a purpose of going against the consumer culture of excess prevailing at the time. MUJI presented itself as a brand valuing simplicity and usefulness over all, and these are still fundamentals for the brand today. 

 

Along with classic MUJI products, the flagship store in ILLUM will also offer a selection of locally grown produce as well as MUJI’s first tea room in Europe. The TeaHouse is a small café serving a selection of fine tea, coffee, pastries and Japanese confectionery. 

 

MUJI currently has more than 900 stores worldwide offering a range of household goods, apparel and food items. 

Visit the MUJI flagship store on our 4th floor from October 9th. 

 

Editorial staff

Photographer: Jonas Bie