Muji

Yes, I REALLY did want to pay 5EUR for that plastic pencil holder that I could've purchased at my corner "chino" for 60 cents. Yes, REALLY. Ok, so since I love IKEA, by default I also love Muji, although the latter is Japanese, not Swedish. What the two brands share is the philosophy of "less is more," though the problem lies in that many people end up buying more because the products SEEM so appealing. Something that was so quotidian just a moment ago, like a folder, or a cup, is now the best thing "since sliced bread," teaching consumers (and designers) that Japanese minimalism will make people go crazy with desire. At least I did.