Vintage Muji Ad: Products that suffice
Muji's identity is currently diluted
Muji is no longer special because it is being undercut by companies that produce the same minimalistic product style & quality for cheaper.
The project goal is to reestablish Muji’s relevance in the global market while evolving brand philosophy.
Copycat product stores
It is not enough to create simple unbranded products anymore!
Miniso
O.C.E
Nome
Inspiration: Muji Found Product Line
Products in the Muji Found product line are functional objects from around the world that Muji reinterprets by themselves down to their purest elements.
How can this be taken a step further?
Muji Found Products
Muji specializes in identifying the purest elements of a product
What if Muji Found was a global collaborative project with locals focused on reinterpreting culturally based objects for the modern age?
Goal: Improve the function of culturally traditional products for users while retaining character
Current need: Desire for companionship
Current global need: Desire for companionship
91%
Percentage of adults (16-74) spending increased free time on family and friends.
*Statista UK, 2018
77%
Percentage of individuals reporting increased family celebrations at home as a plan for 2020.
*Statista UK, 2020
Covid increased loneliness.
What if Muji released a product facilitating the desire to connect with others?
Product opportunity:
Mesa Camilla
The mesa camilla is a traditional household gathering place made of a table, radiant heater, & cloth.
Families put their legs underneath the blanket to warm themselves, gather to eat, and socialize.
Pain point: Has a tendency to burn users that touch it on accident.
Pros
+
Encourages social gathering & bonding, saves energy
Cons
-
Fire hazard!
Click here to view/hide cultural inquiry
David, 37 Raised in Spain, Lives in LA, past 4 years
“There are modern A/C units in Spain.
People still like to use a camilla because of saved energy costs & cozy family feel. Its still dangerous though.”
Nelida, 52 Raised in Spain, Lives in LA, past 4 years
“In Spain people are closer than in the USA. When friends come over, the camilla is always a great central gathering place.”
Jesus, 53 Raised in Spain, Lives in LA, past 5 years
“Camilla plays a big role in the winter. It’s still a bit dangerous now because all current heaters used are meant for room heating.”
What about the Japanese version? (kotatsu)
Pain point: Radiant heating makes the center area too hot and intense central heat source can burn/start fires on contact. Trapped hot air can kill babies/pets
“The problem originates from the heating method. The raised heat source is nice but still burns/starts fires because of how close the heat source is to the ground and covering cloth.“ -Pablo
Concept: Heat using light
Ideation of an ottoman would light up and warm using infrared heating.
Infrared light heats only what it touches and not the air so heat intensity can be adjusted quickly
Concept iteration
Evolution of form and functions based on user feedback
Concept: Infrared heater that adjusts to maintain consistent heat based on how close your feet are.
Goal: Hide heat source & create sense of curiosity,
Tie in Muji design philosophy: products that disappear when not in use.
A squishy shell that can compress?
Infrared LEDs that radiate omnidirectional heat
Heat resistant silicone shell on top of base
Infrared LEDs heat 360° above and below the shell
Click here to view additional form consideration
The essence of Spain
The following keywords were used to connect the design to its place of origin through elements seen in Spain’s architecture, social tendencies, and past camilla heaters
• Light silhouette • Central hotspot • Concentric symbolism
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All past iterations of the camilla heater use a radiative electric coil... Is it possible to keep the same feeling using new technology?
Prototype development process
Table for scale
Blow-forming acrylic shell
Foam stand prototype made using lathe
Coding proof of concept goal: Local LEDs dim on proximity
Click here to view detailed prototyping
Coding a proof of concept with ultrasonic sensors that locally dimmed lights as you got near
Stand iterations for lifting the heater off the ground.
Testing with uses: noted that people wanted to rest their feet under the heater too.
Second heater iteration: a clear shell that users can rest their feet anywhere on top
First heater iteration: future iterations removed physical controls for digital app control
Blow-forming acrylic
Sketching to determine how different heater pieces could fit
Created a table to get a sense of scale
Muji Hearthside
With a cushioned silicone cover, heating available from almost all sides, and cable management underneath, Muji Hearthside is both functional and easy to set up using the mobile app.
App connection
Muji hearthside also uses a digital app that allows users to control their heater remotely.
Click here to view app screens
App registration & login
Home page & device settings
"Other products" dropdown menu
Scenario
Packaging
Muji Hearthside packaging employs two simple sustainable materials: cardboard and greencell foam
Cardboard is biodegradable and recyclable, greencell foam is biodegradable and water soluble
Packaging
Muji Hearthside packaging also employs foam cutouts to aid in removal of the product
No more single use pull tabs
