MUJI's very simple products have resulted in the omission of all useless design. There evolves a new vision of MUJI's two-decade history, in which omission is not synonymous with "no design" but with an ultimate design aiming to perpetually approach perfection. The advertising launched in 2003 manifests this vision, but was designed to function not as a messenger but as a vessel, receptive to the wide variety of customer's opinions or suggestions for MUJI. Our first such "recipient" visual was "Horizon", images from the Salt Lake at Uyuni, Bolivia and the prairies of Mongolia.
In order to introduce its products to the world market, MUJI participated in the Milan Salone. The Hara Design Institute designed the visuals and created the concept book for this project.