Executive Summary

Kitsters collaborated with MUJI to create an immersive and culturally rich experience for the launch of their flagship store at Jio World Plaza in Mumbai. By implementing interactive Japanese craft stations throughout the store, Kitsters helped MUJI increase foot traffic, enhance brand engagement, and create memorable experiences that resonated with visitors while authentically showcasing Japanese culture.

Client Background

MUJI, the renowned Japanese retailer known for its minimalist design philosophy and high-quality products, sought to make a significant impact with the launch of their flagship store in Mumbai's premium Jio World Plaza. The brand wanted to differentiate itself in the competitive retail landscape by offering more than just shopping—they wanted to create meaningful connections with potential customers.

Challenge

MUJI faced several challenges in the Indian market:

• Creating awareness and excitement around the flagship store opening
• Communicating MUJI's Japanese heritage and brand values authentically
• Converting foot traffic into engaged customers and loyal brand advocates
• Standing out in a crowded retail environment with experiential marketing

Strategy

Kitsters developed a comprehensive experiential marketing strategy centered around interactive Japanese craft stations. The approach included:

1. Cultural Immersion Through Crafts

Kitsters designed and implemented multiple DIY craft stations showcasing different aspects of Japanese culture and craftsmanship, aligning perfectly with MUJI's brand ethos of simplicity, quality, and mindfulness.

2. Phased Implementation

The activities were strategically spread across multiple weeks, creating sustained interest and multiple opportunities for visitors to engage with the brand.

3. Social Media Amplification

Each craft station and event was promoted through targeted social media campaigns to drive awareness and attendance.

4. Incentivised Participation

While all activities were offered free of charge, participants received exclusive discount coupons for the store, encouraging immediate purchases.

Implementation

Kitsters curated a series of authentic Japanese craft experiences:

Japanese Calligraphy (Shodo)

Visiting artists from Japan conducted workshops teaching the art of Japanese calligraphy, allowing participants to create their own artistic pieces while learning about this important cultural tradition.

Kintsugi

Visitors learned the ancient Japanese art of repairing broken pottery with gold, silver, or platinum lacquer—a beautiful metaphor for embracing imperfection that resonated deeply with participants.

Furoshiki

These workshops taught the traditional Japanese fabric wrapping technique, highlighting sustainable gift-wrapping alternatives that aligned with both MUJI's and modern consumers' environmental values.

Washi Tape Making

Participants created their own decorative Japanese paper tape designs, a craft that has gained global popularity and provided visitors with a take-home item that would remind them of their MUJI experience.

Origami

The classic Japanese paper-folding art was taught in engaging sessions that welcomed participants of all ages, making the store a family-friendly destination.

Results

The Kitsters-designed cultural experiences delivered exceptional results for MUJI:

Increased Foot Traffic

The flagship store saw significantly higher foot traffic compared to standard retail openings, with many visitors specifically coming to participate in the craft activities.

Enhanced Brand Engagement

Participants spent an average of 45 minutes engaged with the brand through these activities, creating deeper connections than traditional shopping experiences.

Social Media Amplification

Visitors frequently shared their craft creations and experiences on social media, generating organic buzz and expanded reach for both the store opening and MUJI's brand presence in India.

Conversion to Sales

The discount coupons provided to participants resulted in a substantial conversion rate, with many attendees making their first MUJI purchase after engaging with the craft stations.

Customer Satisfaction

Feedback surveys indicated extremely high satisfaction rates, with visitors appreciating the opportunity to engage with Japanese culture in an authentic, hands-on way.

Customer Testimonials

"I came for the calligraphy workshop but ended up falling in love with MUJI's products. The experience gave me a much deeper appreciation for the brand's Japanese roots." - Priya M., Mumbai

"The kintsugi workshop was not only fun but also meaningful. I never expected to have such a profound experience at a store opening!" - Rahul S., Mumbai

Key Learnings

• Experiential marketing that incorporates authentic cultural elements creates stronger emotional connections with customers
• Interactive activities that allow customers to create something tangible result in more memorable brand experiences
• Spreading events over multiple weeks maintains momentum and creates multiple touchpoints with potential customers
• Offering free activities with incentives (discount coupons) effectively balances accessibility with conversion potential

Conclusion

The collaboration between Kitsters and MUJI demonstrated the power of experiential marketing rooted in cultural authenticity. By creating engaging, educational, and enjoyable craft stations, Kitsters helped MUJI successfully launch their flagship store while building meaningful connections with the Mumbai community. The campaign exemplified how retail spaces can transform into cultural destinations, creating value beyond transactions and fostering genuine brand affinity.