The international retailer, MUJI, sought a local (NYC) design partner to announce its expansion to Williamsburg, New York. The company needed two sets of promotional posters for their roll out. The first would announce that MUJI was “Coming Soon” and the second would provide the store’s opening date. When announcing their new locale MUJI wanted to infuse the campaign with a local feel.
We designed a campaign direction that placed MUJI inside Williamsburg.
For the “Coming Soon” posters, we photographed the MUJI bag with the backdrop of everyday Williamsburg. The neighborhood’s streets, subway stations, famous bridge and crowded apartments were the campaign setting. Care was taken to feature spaces that would feel familiar to the Williamsburg residents who know it best, blending the striking images of the NYC skyline from the Brooklyn waterfront with worn, funky wallpaper of an unrenovated apartment. For each poster, we combined the images to show the neighborhood’s range and allure — with MUJI front and center.
For the second poster, announcing the store opening date, we switched out the bags with MUJI products. Using similar Williamsburg backdrops, we brought MUJI products into people’s actual homes and streets, making real the addition of MUJI to the neighborhood. We combined product shapes to express the simplicity of form that MUJI celebrates, matching the toaster with a suitcase, a clock with a cutting board, and a hat with a walnut plate, all featured in a unique Williamsburg space.
The posters were a huge success. MUJI received the warm welcome it had hoped for and the store opening was well attended and buzzing. The company felt like the campaign achieved exactly what they’d wanted — excitement to have MUJI as a neighbor. Our team was thrilled with MUJI’s enthusiasm about the work and gladly accepted another campaign for a nation wide initiative that grew out of this local project.