Muji has created a new flagship destination in Shenzhen which brings together a brand first – a store connected to the Muji Hotel, the latter being a complete departure for the Japanese retailer.
The 79-room hotel is taking experience to another level, allowing customers to eat, shop and sleep the brand.
Customers can also dine at the Muji Diner restaurant, relax in the bookstore or work out in the gym.
The hotel replicates the slick interiors of a traditional Muji store – minimalist with light wooden features, softened by greenery.
The store is integrated into the second and third floor of the building and is the largest in China. ‘Experience’ also matters here with a programme of classes and workshops.
While other retailers dabble in experience, Muji’s investment in a hotel provides customers with what might be termed ‘total brand immersion’.