Original Research: What Is "Design Without Design"?

In the early spring of this year, during the Beijing clothing forum, he needed to be interviewed by several media, and he was sure to answer questions of the same nature.

He remained calm and patient all the time.

As always, he was dressed in a simple and tailored black suit with white hair and eagle eyes. He answered questions and observed the audience.

"He is very personality, tall, with strict and precise taste, dressed like a father in black, and behaving like a sedative."

This is the description of Lee Edelkut, President of Eindhoven School of design.

Sitting face to face, he gives people the impression.

However, his speech speed and attitude were quite soft.

In this company, the personal thoughts, aesthetics and ideas of the art director will not be embodied in the products.

In this talk, he shared with us the Muji in his mind and the idea of "no design" advocated by him.

This concept is embodied in many aspects of MUJI products.

MUJI is popular in China, and many people are attracted by its philosophy of simplicity and simplicity.

In the eyes of original research, Muji's competitive advantage or difference is that its products can arouse people's thinking.

In other words, Muji does not provide answers, but provides a kind of thinking and inspiration.

"Our products will virtually let consumers think about what is real happiness, real life enrichment, and what is the future of the earth.

We give people such awareness through products and design.

Original research pointed out that in addition to products, Muji has also spent a lot of thought in the design of the instructions, "consumers get the hands, and slowly like our products, it seems to be conquered by a magic."

Today, Muji has more than 7000 products.

They were in their hands, and they were simple, simple, and without luxury.

Hara Keya emphasized that

Specially removed the trademark, eliminating unnecessary.

It eliminates all unnecessary processing and color, and simply leaves only the material and function itself.

"We didn't make too much effort," he said with a smile. "MUJI products make people feel comfortable because" before people touch, they first produce a visual sense of "this is really good," so that people can first produce beauty and then use and touch it.

Such intangible feelings are actually not easy to achieve.

Many products of MUJI products appear to be ordinary, and design seems to have no special features, but it can also be used by designers.

Original research is compared with UNIQLO (thematic reading): advertising films and brochures.

The model legs are long and handsome, and the models of Muji are mostly people in daily life, which is the direction he has always pursued.

"Like drinking water, we can see that the spring water that is clear of ice is in a pparent glass, and it will feel more delicious when drunk.

The same water, if stuck in a plastic water bottle, may not have such a strong and unforgettable feeling.

I think if there is magic in Muji, it is in such a small place that people easily overlook.