Copywriting and Events // MUJI Brand Partnership

SUITCASE Magazine collaborated with the design and lifestyle brand MUJI for the summer 2018 Adventure Issue by producing an extended version of our regular "The Wheel Thing" feature, which highlights an interesting or innovative piece of luggage. I wrote the copy showcasing their Hard Case Trolley, as well as the copy for the extended "MUJI To Go" promotion to complement the design concept of how their products can be used on the move. Once the magazine launched, I also brainstormed and organised an event in MUJI's Tottenham Court Road store to promote the collaboration. I interviewed the photojournalist Emily Garthwaite about our recent trip to Borneo, her definition of adventure and how she manages a life lived on the road. The event sold out and gave the client an opportunity to introduce a new audience to the brand and To Go collection.

The Wheel Thing copy

Hands up if you’ve ever seen your suitcase slope around the carousel minus a wheel or plus a few unwanted dents. Well, no more – Japanese brand MUJI has created a polycarbonate trolley that is hard-core enough to withstand both happy-go-lucky baggage handlers and any (mis)adventures on the road. The TSA zipper lock keeps your belongings secure, the adjustable handle works at any height and the wheel lock means you’re unlikely to end up chasing your case down the side of a mountain (or airport ramp). Plus MUJI’s trademark minimalist aesthetic is more bento than backpacker.

Event invitation copy

Emily Garthwaite is a photojournalist and street photographer with a focus on humanitarian and environmental stories. Travelling to areas as challenging as Ethiopia, Sumatra and Iraq on assignment – where she recently co-directed her first documentary on Arba’een, the world's largest annual pilgrimage – Emily is part of a new generation of storytellers who are shifting the modern meaning of adventure away from the self-centred and towards a more purposeful exploration of the world.

In collaboration with SUITCASE Magazine and the MUJI To Go collection, designed to allow travellers to adapt to a life full of adventure, Emily will be talking to SUITCASE’s Editor about how she prepares for her travels, holding on to her identity in extreme situations, and how she defines adventure as a young, female photojournalist. There will be an opportunity to ask questions after the conversation.

Guests will receive a gift bag containing the summer 2018 issue of SUITCASE, The Adventure Issue (RRP £9), in addition to selected samples from the MUJI To Go collection.

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Companies

Suitcase Magazine
- Publishing
MUJI
- Retail

Copywriting and Events // MUJI Brand Partnership

Companies

Suitcase Magazine

MUJI

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