12 hours ago | By Marine Beaufils
Jan 22, 2018
Muji is planning a major assault on the hotels sector and opened its first, in Shenzhen, China, last week. It’s proof that it’s not only higher-end fashion and lifestyle names that can make an impact on the hospitality trade.
The company sees China as a key market and the hotels move is just one aspect of its growth there, alongside more traditional retail expansion.
The new location has 79 guest rooms that sell for a starting price of CNY950 ($148) a night and, importantly, there’s also a Muji store and restaurant.
The hotel covers five storeys of a commercial building with rooms ranging in size from 25 sqm to 61 sq m. The interiors are simple and built around wooden floors and wood panelling with, of course, all items in them provided by Muji, adding a further marketing edge to the opening.
There’s none of the bold ornamentation or identikit art that we often expect in hotels. Instead it’s all about subtle detailing achieved through the “texture of the towels, the placement of outlets and light switches, menu and venue of the restaurant, and more.”
And importantly, the location also has wellness facilities with the idea of wellness extending beyond the standard gym or spa. There is a a gym of course, but there’s also a 24-hour library and the Muji Diner comes into the wellness mix too, offering healthy foods using locally sourced ingredients.
“The goal is to offer great sleep at the right price, provide a space supporting both body and soul while away from home, and connect travellers to local communities,” the brand said.
The company will open another hotel in Beijing in March and one in Tokyo in spring next year.
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