“Extremely simple shape excludes unnecessary design.”

In his book, “Designing Design”, MUJI art director Kenya Hara elaborates on the importance of “emptiness” in both the visual and philosophical traditions of Japan, and its application to design.

PRINCIPE OF MUJIMUJI’s basic principle is to develop new simple products at reasonable prices by making the best use of materials while considering environmental issues.

CURRENT MUJI PRODUCTAnalyzing products of MUJI, I could �nd 6 keywords : Prototypical, Practical, Natural, Simple, Considerate and Customized.

EMOTIONAL SATISFACTION IN MUJIKeywords of MUJI do not seem to satisfy the main target fully. People in transition expect brand MUJI to satisfy them emotionally. I thought cultural product can help satisfying people emotionally; a Suwaru( to sit; to squat;) chair for Asian �oor sitting.

NO BRANDQUALITY GOODS

1 + 1 = 1

MUJI LIFELife as a processLife in transitionSimple life

MUJI PEOPLEMid 20s to early 30sBudget limitedLittle home party

MUJI PRODUCTEverything but decorationPrototype without limitationAnalog for digital generation

MUJI PHILOSOPHYSimplicity“Japan-ish” ideaEmptiness

Simpli�ed packaging

Highlight natural colors and shape

PACKAGINGStreamlined

manufacturing process

Simple shape

LOW PRICEConservingresources

MATERIALS

Most suitable raw material

FAMILY SINGLE FAMILY

TRANSITIONMAIN TARGET Main target of MUJI is people who are in transitional period. This period covers from right after setting up for oneself to before settle down with whole new family.

PROTOTYPICAL

CONSIDERATE

PRACTICAL

NATURAL SIMPLE

CUSTOMIZED

SUWARUto sit;

to squat;

SUWARUCHAIR

EMOTIONALSATISFACTION

JAPAN-ISH CULTURAL BACKGROUNDSITTING ON THE FLOOR

WHAT MUJI PEOPLE WANT ?

People who buy MUJI products are mostly in their transitional period. With limited budget, their place only contains living necessaries.

Suwaru seat - for Asian �oor sittingKotatsu - table with blanket

logical thinkingcultural item

limited budgetlimited space

TRANSITION JAPAN-ISH

MUJI product contains Japanese culture in it. It gives people simple, practical life which they seek. In their e�cient simple life, they enjoy little gathering with friends and seek for comfort.

Based on 5 main key concepts for my idea, I thought of 6 di�erent types : Handle, Kotatsu, Comfort, Stacking, Unit and Double Up type.

1+1=1

PRESENT PRODUCT ANALYSIS

Positioning MUJI Suwaru chair with present products on the Image Positioning Map, I could see MUJI products’ current position and �gure out how I should work on the project.

AXIS XDECORATIVE : Decorative elements are added on basic shape SIMPLE : Structure with basic elements like backrest and cushion

AXIS YFUNCTIONAL : Supporting for better postureAESTHETIC : Interesting shape with basic function as a chair

FUNCTIONAL

AESTHETIC

SIM

PLE

DEC

ORA

TIVE

PRESENT MUJI PRODUCTMostly in the category of ‘Basic Structure.’

FUNNY MOTIFDesigned by combining interesting image and motif with the chair.

WITHOUT LEGFor �oor sitting, this type of chair has no leg. Very similar to typical chair design and familiar to us.

PRACTICALITY

JAPAN-ISH

EFFICIENCY

COMFORT

GATHERING

5 CONCEPTS FORIDEATION SKETCH

BASIC STRUCTUREConsists of basic elements of a chair: backrest and cushion. Sometimes, it is only a cushion.

Mostly there is only one strict way of utilizing the chair.

Some products go with many covers. Those covers have di�erent, modest colors.

Users do not get a chance to customize it.

Since chair for many people is a set of arranged chairs. Hard to face each other since it is attached horizontally.

BASIC

MODEST

INELASTIC

IDEATION SKETCH OF 6 TYPES

HANDLE KOTATSU It is a wearable chair motivated from Japanese heating system Kotatsu. Pieces of blanket attached to the cushion covers the lap.

Carrying cushion is tiresome. With handle, like pulling drawer out, it is easier to get a cushion out.

1+1=1

COMFORT STACKINGLess numb, more comfy. Reducing physical pressure helps comfortable sitting by reducing numbness.

For more spacial e�ciency, it is stackable. It is better for storing many.

UNIT

FOLDABLE1. Folded as an ottoman 2. Opened to seat together

Like a piece of puzzle, a cushion is a unit for a set. You can attach as many as you want. DOUBLE UP Double the Fun ! You can share the chair with friends.

Sometimes it is transformable. It becomes seats for two.

For easier lifting, grip would be helpful. Slight dent on the top is for resting feet while combined as an ottoman.

1

2

3

1+1=1

STACKING STRUCTUREIn order to stack vertically, bottom part of a �oor sitting unit should be longer so that it can �t into the hole. When it is stacked vertically each ottoman looks same in size.

1+1=1 STACKING UP

Combined set of suwaru chairs, a dividable ottoman, is another unit for ‘1+1=1.’ By stacking up ottomans, people can store them e�ciently.

690550

280200

430310280

12030

(mm)

DOUBLE UP 2

1. DIVIDING AN OTTOMAN ?From the idea of use it as an ottoman, I got the idea of dividing the ottoman to make it as a �oor sitting chair.

2. TOP ; UPSIDE DOWN BOTTOMThe ottoman is stackable on the upside down bottom.

3. LOCKINGWhen it is doubled up vertically, it has to be safe and securely locked as an ottoman. So I divided the section into two parts.

1+1=1SPLIT OTTOMAN

DOUBLEUP STACKING+ =

I developed ‘Double up’ focusing on the section part for secure locking. Two suwaru chairs make an ottoman.

GRIP TYPE IDEATION

1+1=1