A Day with MUJI: an ode to the everyday
Les points-clés en français au bas de l'article
Last week, someone on LinkedIn listed every brand they had used in the course of a single day. MUJI’s latest campaign builds on a similar idea – except here there is only one brand. MUJI, of course.
“A Day with MUJI” unfolds across different times of day and different rooms of the home, each moment paired with advice and a selection of items.
- 9:00 am | Bedroom: Enjoy your sanctuary
- 10:00 am | Bathroom: Refresh your mind
- 5:00 pm | Living: Opt for calm time
- 7:00 pm | Storage: Organize your little world
The campaign is structured around a simple visual grid: time on the vertical axis (right-hand side of the page), space on the horizontal (bottom of the page).
It’s a clever way of combining content and context – the actions we perform, and the atmospheres in which they take place. Both bring structure and serenity, restraint and beauty, fully aligned with the MUJI ethos.
A collection of everyday moments
Moments we usually rush through – or barely notice – are reframed as experiences to savour, even to celebrate. Getting ready in the morning, working, sharing a meal, tidying up: MUJI highlights these ordinary gestures, showing how their products can quietly support them.
“Washing, moisturizing, taking care of oneself: daily rituals that cleanse both literally and symbolically. In a cosy, organized bathroom, they gain meaning and effectiveness. Everyday well-being made simple.”
Seemingly insignificant instants become mindful rituals, a way of grounding ourselves in a world of speed and uncertainty.
In her book The art of simplicity, Dominique Loreau writes a paragraph that echoes this philosophy:
“Folding sheets into neat piles is a kind of defense in a chaotic world. We are powerless in the face of plague, of death, and of all those nightmares that assail us in our sleep. But orderly closets give us proof that we are at least capable of bringing order to our tiny corner of the universe.”
A soothing atmosphere
Soft lighting, earthy hues of beige and brown – all build MUJI’s visual universe while radiating warmth and intimacy. Shared laughter at lunch, close-ups on gestures and hands: a sense of detail that creates an almost first-person perspective.
Ambient sounds – birds outside, soft background music, muted conversations – add to the impression of calm familiarity. Like the office-sound playlists that went viral during lockdown, these videos can run quietly in the background, punctuated by objects placed with aesthetic care.
A sensory exploration of the everyday, of small details that make up the texture of our lives, closing at 9:00 pm with the gentle reminder to "look forward to the next day".
Why This Campaign Works
More than just aligning with MUJI’s identity, it speaks to a deeper need for quietness. This is the moment for quieter brands, those that don’t shout but create space. As one article put it: “And so, in 2025, a countercurrent gathers strength – a return to discretion, to nuance, to personal rituals that ask nothing of the world beyond one’s own senses.”
It’s also a moment for quieter campaigns – for white space. Think of Thinking MU’s Black Friday campaign: instead of discounts, a simple “break” for customers, a blank page inviting people to breathe, slow down, and make more conscious choices.
In the end, MUJI reminds us of something simple: the quietest moments are often the most essential.
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Les points-clés en français
- Une Journée avec MUJI met en scène la vie de tous les jours avec sobriété et poésie : des gestes banals du quotidien deviennent des rituels apaisants qui invitent à ralentir, à prendre conscience des instants qui passent et à les savourer
- Un univers visuel et sonore qui tranche avec le bruit ambiant, le toujours plus et s'inscrit dans une démarche sensorielle, sensible et subtile synonyme du vrai luxe contemporain