What does the horizon sign mean?

The publicity campaign basically adheres to the idea of creating a huge container in the form of the horizon. There is nothing above the horizon, but it contains everything. Because from the horizon, we can see everything between heaven and earth, and the relationship between man and the earth is also reflected to the extreme. As I said before, people should share the value of "the reasonable value of the world", but it is difficult to express this value intuitively. Therefore, I decided to find another way to present an image of accepting this value.

The idea of horizon comes from the proposal of photographer Fujii Bao. What kind of images can accommodate the public's imagination of Muji? Fujii Bao put forward the concept of "horizon". As a photographer who is used to telling the essence of things with simple images, Fujii Bao has taken many photos with similar styles before. At that time, I had a hunch that he would not take a pure landscape photo, but a "horizon" that could symbolize the concept of "emptiness".

This horizon should be complete, and the picture can be neatly divided into two. Where can I see such a horizon? We thought about this problem when we were spinning the globe. If it is a "horizontal line", it can be seen immediately after going out to sea, but a perfect "horizon" is not so easy to find. After discussing various schemes, we decided to set a salt lake named "Niyouni" in the Andes of Bolivia and a plain named "Maruha" in the Mongolian grassland as shooting locations. Although the material form of advertisement is a poster, it presents a huge container carrying the future of Muji.