Kinza by Muji by Sylvana Portillo

Edition I

Kinza i. THE NO BRAND - BRAND ii. MONOCHROME

iii. ETHICAL CLOTHING iv. CAIRN & BALANCE

CONTENT i. ii. 2

The No Brand-Brand Introduction To Muji Becoming a Global Lifestyle Brand The House of the Future by Muji

Monochrome Why Monochrome? How to Pull it Off Earth Tones

iii.

Ethical Clothing

iv.

Cairn & Balance

Enviromental Friendliness Processes Designs and Photographs by Elina Tseliagkou and Epaminodas Coutsicos

Acacia Wood Homeware The Poetics of Food

EDITOR’S LETTER Muji’s generic, anonymous products were a statement against the excessive labeling and high price tags accompanying luxury goods. While it was popular at the time to buy a name-brand product regardless of how well it worked, Muji smartly recognized that a growing segment of the population placed a premium on functionality, affordability, and quality over marketing hype, inflated price tags, and status symbols. “Some people felt that it was ‘fake’ to pay for a brand,” Asako Shimazaki, president of Muji USA, says. “The philosophy of Muji is not only the price, not only the quality, not only the design—it’s everything together.” No Flash, Just Function Today, obsolescence is all but guaranteed—and expected. We’re accustomed to upgrading to a new phone every year or buying clothes seasonally. Many of Muji’s products look simple, its not for style; it’s so they endure the test of time. “Our design is very basic,” Shimazaki says. “Nothing stands out so you can continue to add to your home.”

Sylvana Portillo 2021

N A A

M U J I

Antithesis of Consumerism In today’s marketplace full of brands screaming for attention, Muji represents the antithesis of consumerism. Founded in 1980, Muji is a global Japanese retail company selling a wide variety of household consumer items, furniture, clothing, and food products.

INTRODUCTION TO MUJI by Martin Roll

Since the 1950s when brands were born in the age of modern marketing, companies have tried to differentiate themselves from their competitors through branding and identity creation. To succeed in the marketplace today, it is not only mandatory for companies to offer high quality products. In addition to that, a strong brand management practice needs to be in place. Today, it is almost impossible to identify a category leader that does not also embody a certain personality in the marketplace. In comes the Japanese antithesis – Muji. When the company launched in 1980, Japan was ver y brand conscious. Japanese consumers were willing to pay high prices for branded products, and their love of brands sparked the emergence of a mass-luxury market where owning expensive, exclusive products seemed essential rather than aspirational. Muji’s generic, brand-less and anonymous products were a statement against the excessive labeling and high price tags accompanying luxury goods. While it was popular at the time to buy a brand-name product regardless of its practicality, Muji had foreseen that a growing segment of the population placed a premium on functionality, affordability and quality over marketing hype, inflated price tags, and status symbols. Its philosophy of simplicity and universality has indeed seen the company through its entire 40-year history. In 2001, when car companies were rushing to produce the fanciest cars and marketing them as the coolest cars, Muji partnered with Nissan to launch the 2001 Muji Car 1000 – essentially a Nissan K11 March with no branding, no paintjob, in the absolute basic specifications available. The company’s persistent non-branding effectively became its unique identity.

Muji’s corporate philosophy consists of 3 pillars: Quest Value: Identify and deliver MUJI value and appeal from the perspective of the people who use our products. Positive Spiral: Work toward global growth and development by operating a fair and transparent MUJI business. Best Partnership: Deliver the abundance inherent in good products by respecting associates and building relationships of trust with business partners. Its global expansion journey started in the late 1980s when Muji participated in an exhibition of Japanese products in London. This sparked great interest from British retailers including Harrods, but the brand declined the partnership citing business culture mismatch. Later, Muji launched a joint venture with design-focused UK department store Liberty, marking its first foray overseas. Its philosophy towards expansion is to be slow and steady – it only opens its second store in a region after the first has proven to be profitable and operational issues have been worked out. Every product is designed to be simple, neutral, multi-functional, lasting, and to improve the home experience, from aroma diffusers providing relaxation, to 90-degree socks that don’t slip, to ergonomically designed cushions providing ultimate comfort.

The brand’s relentless focus is on the product and does away with any unnecessary decoration or ornamentation. Muji is obsessed with minimalism, reflected in all its brand elements which embody “‘Less is More”.

Today, sustainability in business is a hot topic and is now quickly becoming a must-have hygiene factor for companies that want to resonate with and win the loyalty of its global customers. With an extensive and expanding supply chain of 200 suppliers with 800 subcontracted manufacturers across 20 countries in Asia, Muji’s scale of production of various apparel, household goods and food products is large and its impact on the environment cannot be underestimated. Muji understands this, as evident from its numerous environmental efforts.

BECOMING A GLOBAL LIFESTYLE BRAND “Muji must ensure that it always puts and sustains focus on its no-brand identity.”

The Muji brand was set up to be all about simple, functional, minimalistic and quality design, and this is reflected in ever y aspect of the company’s operations, from manufacturing to design to communications. From its retail stores to its hotels and campsites, the anti-brand brand is one of the fastest growing brands from Japan and Asia. One of the secrets behind Muji’s success is its ability to offer a consistent design philosophy that consumers can identify with, across its portfolio of brands. By delighting customers in a consistent manner across all touch points – whether through the design of its home products or its café experience – Muji has created an environment in which it continually exceeds its customers’ expectations. Building and sustaining a no-brand personality that is consistently relevant and that resonates with the customer base will be one of the main challenges Muji will face in the coming years in its quest to continue building up the brand equity. Muji, with its presence in diverse markets, has managed to overcome this challenge of building a relevant and resonant brand personality by focusing on its roots.

The brand’s future looks steady but not smooth sailing. Although Muji’s brand equity is strong, it needs to be wary of media and news reports on its retail products that may tarnish the brand’s reputation. Although this is a threat to every company, Muji has faced this issue numerous times in the past years of its global expansion. Hence, it needs to pay extra attention in managing brand perception through public relations. Brands that successfully withstand economic cycles stay true to their core. Although Muji has been innovative in the design of its home products and lifestyle experiences, it needs to continuously invest in innovation in order to maintain the focus on its superior design. The winning formula of Muji and the primary reason the brand stands out in the market is its unwavering focus on the product. Muji designs its entire organization’s operations with the primary focus on the product itself, which leads to waste reduction and an emphasis on recycling.

The House of the Future By Muji Andrea Antonlín García

Muji dares to design the house of the future within the framework of china house vision that has been held in Shanghai. In this festival, which aims to show different proposals for the houses of the future, among which are the designs of MAD Architects and MINI Living, topics such as energy consumption, communication, artificial intelligence and the shared economy should be addressed. MUJI, together with the Japanese architect Go Hasegawa, has created a concept of home for their own employees.

The house designed by “the brand without brand” proposes this design of three differentiated units where the common areas are on the lower level and the bedrooms on the upper level, similar to the ‘canopy beds’ seen in traditional Chinese houses . In this project, where he considers how we can live in the cities of the future, the architects and MUJI examine the typical upper floors of residential buildings in Shanghai.

Finding ourselves with 4-meter-high spaces that are too high to be occupied by a single floor and not high enough for duplex homes, the company has solved this problem with these volumes that could be transformed into micro apartments for staff who works in MUJI’s Shanghai office. The apartment, where the bedrooms and common areas are intertwined and which is furnished with items and furniture from MUJI, reinterprets corporate housing with its characteristic minimalism.

C H R

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O M E

WHY MONOCHROME? by Tara Mastroeni Monochrome easily creates harmony because it’s really all one base color. By choosing a monochromatic color palette, you have your unifying element from the start. ‘Monochromatic’ simply means is that you take one basic color and apply color theory to create a range of hues by playing with the various tones, shades, and tints that can be created from the original. For those of us who are starting to experiment with interior design, the prospect of putting an entire room together can be daunting. After all, there are so many different components to take into account: furniture, floor coverings — don’t even get me started on art and decor. Going monochrome will guide your decisions, and pull everything together seamlessly. We’re all familiar with the colors that we use to fill our spaces impact us psychologically. While bright colors like orange can provide a much-needed burst of energy, and earth tones make us feel more grounded sticking to one color palette helps create a soothing and restful environment.

The words “monochromatic design” might still feel a little worrisome. Maybe you’re picturing a room where the sofas blend into the walls and every element of the room is the exact same shade. I’m going to let you in on a secret: Monochromatic interior design offers plenty more than just a single shade. Since the shades in your interior will tend to blend together, texture and pattern are the easiest, and often one of the cheapest, ways to add visual interest. In fact, while too many patterns are usually a design no-no, monochrome is an occasion in which you can let your mixing-andmatching skills run wild. As you pick out the design elements that fit your room, be careful to ensure that the undertones, or the yellow, green, pink or blue hues that stand out in a color when it’s hit by when hit by the light, match. Two design elements with separate undertones will not look right when placed side-by-side, but similar undertones can “match,” even when their patterns or textures vary greatly.

Monochromatic color schemes work because they streamline your design. Typically, you’d have to put effort into purposefully including a few common threads throughout your design to ensure that the entire look ties together. In this case, as long as you work within the color scheme, unity and harmony are already taken care of. Unity is important because it’s what helps the eye “make sense” of a room. According to Gestalt Psychology, whenever we enter a new space, our brains rely on pattern recognition to give the room context. The more patterns we can find—repeated colors, for example— the easier the room is for us to process. The quicker we’re able to make sense of a room, the more aesthetically pleasing we’re likely to find it. The first step to putting a monochromatic look together is to choose the colors that you intend to use. In this case, we suggest utilizing three colors, in total. Obviously, you’ll want them to come from the same color family in order to create a cohesive look.We suggest starting with your base shade, the one that will define your design. Then, round out your color scheme by choosing one color that’s lighter than your base shade and one color that’s darker. If you need help narrowing down your options, we recommend looking at paint samples (the kind with multiple colors on one sheet) and using those as your inspiration.

Add Patterns and Textures Though unity is one of the benefits of a monochromatic color scheme, sometimes it’s possible to have too much of a good thing. If the design elements in your space are too similar to each other, they run the risk of making the room feel boring. Including pattern and texture are easy ways to add in some much-needed visual interest.In the photo above, notice how, without being in the room, you can almost feel the textures: the soft, plush fibers of the area, the rough, wooden surface of the nightstand, and the smooth texture of the bed linens.You should aim to achieve the same tactile sense in your design. As you look for elements to fill the space, make a conscious effort to include a variety of different textures. Patterns that fit well within your color scheme will also help achieve this goal.

Get Creative with Accent Materials Here’s where things get interesting: even though the majority of elements in monochromatic rooms should fit within your prescribed scheme, there’s no hard and fast rule that says everything has to match. Your accents and accessories give you a chance to color outside the lines a little bit.In the photo above, notice the coffee table has a metal finish to it. That finish is then carried through the rest of the room via decorative vases, lamps, desks, and even in the frame surrounding the wall art. You can do the same with your design, or use another natural material, such as wood or stone.Other accessories, such as wall art or throw pillows, are also a great way to sneak variety into your design. If you go this route, though, make sure that the items you choose to fulfill this role include your base color in some way. This technique keeps your design looking cohesive, even if it bends the rules a bit.

HOW TO PULL IT OFF

Tarsila Duduch

EARTH TONES As the name suggests, earth tones are strongly connected to the color of the ground or soil and the many different concepts related to it, directly or indirectly. This means that in people’s imagination, these tones can convey a greater connection to local or regional identity and even a greater sense of belonging.

Earth tones are usually considered to be friendly, contemporary, and inviting. They are a mixture or tonalities of browns and tans, which can include richer colors containing some brown, such as orange, red, green, yellow, purple, and blue. They tend to more muted and flat colors. Earth tones are also considered to be more appealing and functional and tend to be perceived as warm, reassuring, and settling. These tones are most commonly used in areas that are frequented a lot, such as living rooms and family rooms. They often provide a warming and inviting mood that does not agitate individuals and does not make the room somber. The right mixture of earth tones has the power to create a utopian environment. And, painting your home in calming colors, like earth tones, is even considered one of the home updates to boost mental health. Earth tones vary a great deal, and finding the right combination for your home may require a bit of experimentation. The key is not to become too rigid in making your selection; allow the color to move you and set your mood, then make a decision from there.

The concept for the Veneno Restaurant, by Monteón Arquitectos Asociados and Pragma Estudio, was inspired by traditional Mexican cuisine and mixology and by the various hues of the country’s deserts and haciendas. For this project, desert hues were mixed in the earthen plaster, and according to the architects, “once the desired tone was achieved, continuity with the monochromatic palette was sought, replicating it in the wooden surfaces with smooth edges that, while adding texture on decks and furniture pieces, still kept the clean lines and carvings characteristic of the Mexican northwestern craftsmanship.”

24 Gitai Architects’ design for the Jaffa Roofhouse also seeks inspiration from its surroundings and context: throughout the development of the project, a close dialogue was kept between architecture and the landscape of the city of Jaffa, Israel, where it is set. The materiality of the house is composed mainly of earth elements in monochromatic environments, which is a very important attribute for the atmosphere and expression of the design.

Ethical

Clothing 26

Enviromental Friendliness Processes

“Products born of earth, water and air, used and then reanimated by the hand of the designer.” Design by the architect and designer Elina Tseliagkou and photographed by Epaminodas Coutsicos.

Muji aims to imbue environmental friendliness into its processes, including using reclaimed wool to produce its sweaters, recycling textiles and by-products.

Ecological cotton flannel. Sourced from “healthy lands”, free from pesticides and chemical fertilizers for a minimum of three years, subscribing to the company’s philosophy of making simple, environmentally friendly and safe consumer products.

Cairn & Bal Acacia Wood Homeware

n lance The Poetics of Food

ACACIA WOOD HOMEWARE Laura Mueller

The acacia tree, also known as the mimosa, wattle, or thorntree, has more than 1,350 different varieties around the world. It is a graceful, sub-tropical hardwood tree that’s native to Australia but can be found in Africa, Europe, Asia, and North and South America. The wood that it produces has a number of qualities that make it particularly well suited to interior functions, from staple furniture pieces to countertops and homewares. It is naturally water-resistant and antimicrobial. While many wood furniture varieties need to be protected from coming into contact with liquids and may warp or form fungus if exposed, acacia can handle regular moisture contact—even without being treated in any special way. Acacia wood is a sustainable furniture material, with the acacia tree growing easily, quickly, and plentifully all over the world, often without the need for fertilizer or pesticides.For the most eco-friendly acacia varieties, look for acacia furniture made from wood that’s FSC-certified, meaning the way it has been grown and harvested has passed the strict standards of the Forest Stewardship Council, a global non-profit that helps promote the responsible management of the world’s forests.

“Made from durable and high density acacia wood, our Acacia tableware is handcrafted by Filipino craftsmen giving it a personal touch. It has been designed to complement our glassware and porcelain tableware.”

Compared to other types of wood that are commonly used in furniture, acacia beats out popular choices like oak, hickory, and bamboo, with a density that measures closer to marble. Because it’s so durable, acacia wood furniture isn’t prone to scratching, and even unprotected you can likely get away with about 40 years of use before it needs to be touched up. The biggest thing to worry about is discoloration or warping if the acacia is exposed to constant moisture, and fading if it is regularly exposed to direct sunlight. Keep in mind that while acacia wood furniture is water-resistant, it’s not waterproof. To get the full value out of your acacia pieces you’ll want to be sure to keep them away from any standing water. While you won’t have to be concerned about fungal growth, longterm moisture exposure could cause acacia furniture to warp or swell, which would limit longevity and value.

Acacia wood furniture is a good, practical choice for both indoor and outdoor use. This is particularly true for furniture pieces that benefit from such a dense hardwood, such as dining tables and benches. Simple maintenance is all that’s needed to keep it looking its best. This includes washing down acacia furniture as needed with warm, soapy water. You can also oil your acacia pieces to bring out more of those rich, natural tones, though stay away from any treatment that contains silicone. Though it is more expensive than other traditional hardwoods used in furniture, such as maple and oak, the higher price tag can be justified by considering the durability and long-lasting nature of acacia pieces. While you might pay more up front, acacia wood furniture is nature-made to maintain its beauty for many decades, and can hold up to many of the elements that cause other (and less expensive) wood varieties to become damaged.

Jessica Gigot

The Poetics of Food

Sitting down at a table to a home-cooked meal gives me the same sensation as sitting down at my desk to write a new poem. As more people think daily about what they eat, where it comes from and why, the closer we will be to our food supply and the people and land that grew it.

“Balanced Gourds and Stacked Loaves Compose Bountiful Still Lifes “

Cairn-Like Portraits ChangKi Chung composes cairn-like portraits of flowers, fruits, and vegetables that balance the unique shapes and vibrant colors of each natural object. In some images the edible elements are shot whole, while in others artistic slices are created to highlight a variety of internal patterns and shapes. For a recent series, Chung was commissioned by the publication Le Monde to create a new still life each week, showcasing stacks of crusty bread, halved hard boiled eggs, and cubes of blood red beets. The Korean photographer has also recently produced two images for the Château du Rivau as a part of a group exhibition celebrating the 500 year anniversary of Leonardo da Vinci’s death.

Photographs by ChangKi Chung

Heriloom Tomato Burrata Salad

· 6-8 heirloom tomatoes · ¼ cup extra-virgin olive oil · 2 tablespoons good-quality balsamic vinegar · 6 leaves of basil chopped, plus extra for garnish · ½ teaspoon each of salt and pepper · 1 large ball of burrata cheese · Pinch red pepper flakes optional

Measure out all ingredients except for the burrata. Depending on the size of your tomatoes, slice them into fourths or eighths and add to a medium-sized mixing bowl. Place fresh basil in a pile and roughly chop with a sharp knife. Set aside. Toss tomatoes with olive oil, balsamic vinegar, chopped basil, salt and pepper. Refrigerate for at least 2 hours. Set tomatoes out at room temperature for 30 minutes prior to serving and transfer to a serving plate or bowl. Option to drizzle leftover oil and balsamic over tomatoes or re-use it for dipping bread into. This salad is a perfect start to a dinner party on its own, served with crusty bread, or over a bed of mixed greens (arugula) It also makes for a delicious topping on baked or grilled chicken or cooked whole wheat pasta.

Artichoke Heart Flatbread · Whole wheat pizza dough · 1 cup Real California mozzarella cheese · 1/2 cup Real California feta cheese · 1/2 cup Sun-Dried Tomatoes drained of oil · 14- oz can Artichoke Hearts · 1 cup shredded Kale · 2 tsp Extra Virgin Olive oil · Garlic powder to taste · Dried basil to taste

For Flatbread Preheat oven to 500°F and spray large baking sheet with olive oil spray or cover with parchment paper. On a floured surface, roll out dough into a rectangle. Make sure it is nice and thin. Transfer to baking sheet before topping. Lightly brush crust with extra virgin olive oil. Sprinkle on dried basil and garlic powder to taste. Top with sun-dried tomatoes, artichoke hearts, kale, and cheeses. Place in oven and cook for 5 min. Turn baking sheet, then cook for an additional 5-7 minutes, or until the bottom of the flatbread is nice and brown. Slice into squares (I ended up with 24 squares), and drizzle with tzatziki sauce. For the Tzatziki sauce Place all Tzatziki ingredients in food processor and pulse until smooth. Drizzle over flatbread and store remaining sauce in the fridge for up to 1 week.

Rye Bread

· 2 packages active dry yeast · (4 1/2 teaspoons or 16 grams) · 2 1/2 cups warm water (just barely warm to the touch) · 2/3 cup molasses (regular unsulphured; not blackstrap) · 2 tablespoons caraway seeds (optional) · 1 tablespoon salt · 1/4 cup vegetable oil · 1/4 cup cocoa powder (unsweetened) · 2 cups rye flour · 5 cups bread flour

Tip the flours, yeast and salt into a bowl. In a jug, mix the honey with 250ml warm water, pour the liquid into the bowl and mix to form a dough. Rye flour can be quite dry and absorbs lots of water, if the dough looks too dry add more warm water until you have a soft dough Tip out onto your work surface and knead for 10 mins until smooth. Rye contains less gluten than white flour so the dough will not feel as springy as a conventional white loaf. Place the dough in a well oiled bowl, cover with cling film and leave to rise in a warm place for 1-2 hrs, or until roughly doubled in size. Dust a 2lb/900g loaf tin with flour. Tip the dough back onto your work surface and knead briefly to knock out any air bubbles. If using caraway seeds work these in to the dough. Shape into a smooth oval loaf and pop into your tin. Cover the tin with oiled cling film and leave to rise somewhere warm for a further 1 – 1.5 hr, or until doubled in size. Heat oven to 220C/200C fan/gas 7. Remove the cling film and dust the surface of the loaf with rye flour. Slash a few incisions on an angle then bake for 30 mins until dark brown and hollow sounding when tapped. Transfer to a wire cooling rack and leave to cool for at least 20 mins before serving

Kinza Editor-in-Chief

Special Thanks

Sylvana Portillo

LCI Barcelona Gal.la Pascual Marysolina Sinibaldi Irene Panconesi Candela Rivera Nil Catalá Álex Ruíz Silvia González

Art Director Sylvana Portillo

Graphic Design Sylvana Portillo

Contributor Martin Roll Andrea Antonlín García Tara Mastroen Tarsila Duduch Laura Mueller Jessica Gigot Elina Tseliagkou Epaminodas Coutsicos ChagKi Chung

ISSN 3466-6464 DL I-10913-2021 All rights reserved . No part of this publication may be reproduced in whole or part without permission from the publisher. the views expressed in Kinza Magazine are those of the respective contributors and are not necessarly shared by Kinza Magazine and its staff.

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