RETAIL OPERATOR MUJI BREAKS GROUND IN COPENHAGEN
MUJI’s goal is to give customers a rational satisfaction, expressed not with, This is what I really want, but with This will do
MUJI in ILLUM, a grand department store in the heart of the Danish capital, measures just shy of 22,000 square feet, making it bigger not only than many standalone MUJI outposts, but large enough for it to be almost impossible to ignore if you find yourself in ILLUM. The location itself attracts impressive foot traffic, but key is also how to convert foot traffic to generous hospitality - and profitable dwell time.
In addition to a wide range of daily necessities such as fashion, household goods and food items, the MUJI in ILLUM flagship store also introduces a Food Market with an extensive variety of Japanese foods, including sixteen types of selected teas, and local heroes representing the Danish food and beverage start-up scene.
The flagship store features the MUJI TeaHouse, MUJI’s first ever tea room. The menu at the MUJI TeaHouse includes a fine selection of tea, Japanese lunch offers and pastries as well as a range of Japanese confectionary.
CONTEXT
MUJI was founded in 1980. Its origin was a thorough rationalization of the manufacturing process with an eye to creating simple, low-cost, good quality products. Specifically, MUJI reexamines products through three lenses: material selection, inspection process and packaging simplification.
Globally today more than 700 MUJI stores around the world carry more than 7,000 items, ranging from clothing and household goods to food and even houses.
CHALLENGE
To analyze the business objectives and commercial potential for a significant food & beverage component in the MUJI Copenhagen flagship store, and potentially conceive a winning concept.
OUTPUT
Support to client during the build-out phase, secondment of key management and after-service business reviews:
Curation of the MUJI in ILLUM food and beverage offer in its Food Market space with Japanese artisan produce as well as local Danish start-up brands for MUJI to be the one-stop-shop for these categories
Provision of the conceptual idea and operational framework for the World premiere of the MUJI TeaHouse
Recruitment and onboarding of key staff management
Ongoing facilitation of the food and beverage offering in the Food Market as well as in the MUJI TeaHouse
In close collaboration with the MUJI management team we encourage and execute communications & PR initiatives, which promotes the food and beverage offer including in-store tactics, events and enhanced customer experiences
