In April, minimalist dream store Muji is opening its first hotel in Japan, the company’s home country. The hotel, located in the Ginza neighborhood of Tokyo on top of Muji’s global flagship store (which also includes two Muji restaurants!), is the best advertisement for the retailer’s products yet.

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Photo from MUJI

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MUJI HOTEL, where you can fully enjoy MUJI products and services. Travel has become part of our daily lives, and it has evolved, from the extraordinary to the ordinary, from something in which we participate to something we create. At MUJI HOTEL, there are neither exorbitantly priced and super fluent services nor dreary guest rooms resulting from the extreme reduction of quality. We have arranged for you both a reasonable price space in which you will sleep well, restoring both mind and body, as well as services that naturally connect you to the locale. For our visitors, every detail, from the texture of the towels to the layout of outlets and switches, to the restaurant menus, helps form the bedrock of a successful trip.

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Photo from MUJI

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It’s a radical way of thinking about advertising, especially for a company that has a “no label” ethos and hasn’t run traditional ad campaigns since the company launched in 1980. Instead of slapping its name on its products or shoving ads in people’s faces, Muji wants to invite customers to the Muji Hotel to experience the “anti-brand” lifestyle it’s selling.

The hotel is located on top of the Muji flagship store and has 79 rooms ranging from smaller 155 square foot rooms that go for $135 a night, mid-range rooms of about 260 square feet for $271 per night, and 560 square-foot rooms that cost $507 a night which are positively palatial by Tokyo standards.

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Photo from MUJI

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Each room is completely outfitted with Muji products and furniture, down to the toothpaste and cotton swabs. Visitors can also rent items like an iron, an adapter, nail clippers, and a scale, all of which are made by Muji as well. It’s an easy way to fully immerse yourself in Muji’s brand of minimalism–and of course, if there are any items you cannot live without, you can simply pop down to the Muji store to pick one up before you check out.

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Photo from MUJI

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