I developed the MUJI partnership for the Art Gallery of NSW’s Japan Supernatural exhibition, bringing Japanese folklore into stores through original retail experiences, exhibition materials and a campaign that made sense for both organisations.
The opportunity
The exhibition’s yōkai imagery was rich, playful and sometimes unfamiliar to a wider audience. MUJI offered a natural setting to introduce it through useful objects and a hands-on experience, while reaching people beyond the Gallery.
What I did
I pitched the idea and coordinated MUJI’s teams in Melbourne and Japan with the Gallery’s marketing, digital, curatorial and licensing teams. Artwork and intellectual property conditions had to be carefully resolved, while the embroidery experience needed to work in store in under ten minutes.
What was delivered
- Complimentary limited-edition yōkai embroidery with qualifying MUJI purchases.
- Exhibition posters, catalogues and colouring sheets in the flagship Sydney and Melbourne stores.
- In-store signage, social and subscriber activity, including a prize-pack promotion.
- A co-funded home makeover prize valued at $5,000, linked to the exhibition.
Why it worked
The idea was more than a borrowed image on a product. MUJI’s design sensibility and Japanese heritage made the partnership credible. The visible result came from working through licensing, curatorial and operational detail until a creative idea became a customer experience.
What it shows
Cultural partnership strategy, creative production, licensing and patient stakeholder management across organisations and countries.
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