It’s a mistake to believe that the primary goal of design is beauty. Aesthetic satisfaction is, and should be, a byproduct. MUJI, the successful Japanese product design company, has confidently accepted this idea: Rather than relying on visual enticements to capture customers’ attention, MUJI produces what it calls “quality goods” that it feels are better characterized by terms like “simplicity” and “emptiness” than by “beauty.” The company’s three-word motto, “This will do, ” underlies its approach to aesthetic considerations. It is up This story is from Kinfolk Issue Forty-Nine Buy Now Related Stories Design Issue 49 At Work With: Muller Van Severen How a home renovation birthed one of Europe’s most distinguished design duos. Design Fashion Issue 49 Reid Bartelme & Harriet Jung An inquiry into costume design. Design Issue 49 Marcio Kogan On the pursuit of perfection. Design Interiors Issue 49 Mimi Shodeinde An audience with the architect. Design Issue 48 Studio Visit: Anupama Kundoo The Berlin-based architect knows what the city of the future should look like. In fact, she’s already built it. Design Interiors Issue 48 At Work With: Studio Utte A visit to the small, sophisticated Milanese studio of Patrizio Gola & Guglielmo Giagnotti.