To mark the anniversary Japans best [un]known brand Muji held a typically understated exhibition at the Design Museum. Each of the items on display highlighted what would happen if we used 20% less energy or material in their production. Its a brilliantly simple question that taken seriously by other mass manufacturers could go a long way towards reducing our ecological footprint. It would be a great initiative to challenge corporations to reduce waste on their top selling items by at least 20%. In many ways I was disappointed that the exhibition was so tiny, it is an issue that demands much more attention. Free entry with a Muji receipt.