Oct 15, 2018 | By Harriet Kilikita
Experience Lifestyle & Interiors on WGSN.
Jul 19, 2017
By WGSN Insider
Last week, MUJI’s Fifth Avenue flagship store was transformed into a bustling beer festival, complete with a live polka band and a pretzel stand. This German themed takeover was put together to celebrate the launch of the new Found MUJI Germany Collection. Found MUJI Germany is the latest iteration of MUJI’s Found Series which explore the unique cultures and customs of countries around the world and repurposes objects to honour these findings.
Two years ago we predicted this in our S/S 2018 Kinship trend, the rising consumer desire for handcrafted goods and designs that take inspiration from classic shapes and cultural histories but are updated to the 21st century. Building on that, our latest report Buying Into Newstalgia (subscribers check it out here) shows how retail brands are looking to tap into consumer nostalgia with designs that embrace a refreshing mix of the old and the new.
MUJI’s latest collection does just this. The objects sold are a range of lifestyle items paying homage to the craftsman and artisans of Germany from brush-making to breweries. Inspired by the handmade objects of the past, MUJI has re-tailored these items to goods that fit the iconic MUJI aesthetic and fit into modern lifestyles.
At the launch party, attendees were interacting with the new products, holding up the beer mugs and admiring the small detail of the etched line of demarcation indicating how much to pour. This little detail is a significant homage to the German culture, where it is against the law to serve a beer if the foam starts below this measuring line.
My favourite part of the collection was the set of horse hair brushes (from $12). These natural wood brushes are inspired by the DIM (Die Imaginäre Manufaktur) brush factory in Berlin that has been making brushes by hand for over 100 years. The craftsmanship and minimalism of the brushes are stunning, and as someone with a small apartment, with no pantry and limited storage space, it is always exciting to find beautiful, functional pieces that I am proud to keep out when I have guests over.
You can find the Found MUJI Germany collection at MUJI’s Fifth Avenue Flagship in NewYork City for a limited time.
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