Successful brands sell a lifestyle and not just products. Japanese retailer Muji is no exception and, beginning this year, conveys its minimalist, quality aesthetic to travelers visiting Shenzhen and Beijing in China with two new hotels.

Muji Hotel Room in Shenzhen, China – Photo Courtesy: Muji

Designed to reflect an “anti-gorgeous, anti-cheap concept”, the hotels meet this much-touted experiential travel trend that for Muji simply translates into: “walk as much as you can, wherever you can; eat well; sleep well; stay fit.” (Amen!) As usual, their “brandless quality” comes at a price (from $150 to $400 a night).