Less Is More

"Muji, in contrast, revels in neutrality. Almost all of its products are devoid of color, and the most surprising and delightful aspect of their design is how nondescript they are. A teakettle designed for Target will likely have a visual flourish—a spinning piece of plastic on its spout, perhaps—while a Muji teakettle is content to be just what you expect a teakettle to be."

Michael Hsu in Slate expresses his excitement at the opening of the first Muji store in the United States.