This week, Kenya Hara, legendary designer and creative director of Muji, visited Wieden + Kennedy to talk about emptiness.

Emptiness is the possibility of being filled. That’s pretty bitchin’, right? He said this idea is the basis for all Japanese design. It’s simple, but emptiness is not simplicity. It is the beginning of all communication.

It was a heavy afternoon. In a good way.

The Q+A session ended with a question about Muji’s color palate. Why do you use all that beige? His answer was:

“Muji is normal, not fantastic. Muji is super normal.”