Talk: Hunting High & Low
Track: Lifecycles of a Cultural Distinction
Date: Day 1 – 14:30
Location: Neufert-Mansion, Gelmeroda
The unstoppable rise of Muji as a highbrow aesthetic brand with low-cost product strategies. What once started with the leftovers of a mushroom, is now a japanese lifestyle imperium challenging the likes of Ikea: What can the modus operandi of Muji tell us about the complex dynamics of cheap and expensive (Karl Lagerfeld: „If you’re cheap, nothing helps.“), craftsmanship and mass production, marketing techniques and the aesthetic superiority of Japan itself? The lecture will discuss a unique german-japanese cooperation as an example: the development of an umbrella, that Konstantin Grcic created for Muji in 2006.