CREATIVE/COMMERCIAL RATIONALE

As previously outlined, the main strategy is to raise consumer interest through the opening of a pop-up shop. This enables engagement of existing consumers and new consumers.

Muji’s UK social media platforms i.e. Instagram, Facebook, Twitter, show low engagement compared to its global counterparts so increasing interactions online towards its UK consumers is something Muji must focus on.

Using Instagram’s stories feature would be an effective method of communicating the pop-up event and creating a ‘buzz’. Furthermore, short clips uploaded to @UkMuji on days leading up to the event can add to customer anticipation and engagement.

The main features of the pop-up store will be:

• Customisability via instore 3D printer with touchscreen interface for full design control. This bridges the gap between traditional pottery processes and modern, instantaneous design.

• Experiential capability through ‘Kintsugi’ workshop, where the inspiration for the collection comes to life via real life demonstration of ancient technique by kintsugi craftsman. This reinforces brand authenticity and customer engagement.