For the Muji Store Front in Paseo de Gracia, a well known shopping area in Barcelona, the client wanted us to represent the brand's value in the simplest and effective way possible, to also commemorate the 40th anniversary of the brand.
After a careful research and brainstorming sessions, our proposal was to create an absence of the storefront, by blocking it with these 8-meter long cloths, that are filled with printed paragraphs of carefully selected Muji items, with a brief description of the possible use of them during one's daily life.
This concept was born to represent "l'esencia a traves de la ausencia", the essence through the absence. By covering the storefront and what is behind it we are letting the viewer focus on the essential, the objects that we believe are the most essential to the everyday life, in that way depurating from what is superficial.
The installation was ongoing in the flagship store in Barcelona until December 4th, 2019.
Assembly
Project
