Household and consumer goods retailer Muji has built a Muji bus – a store inside a revamped tourist coach targeting consumers living in Japan’s mountainous regions.

The new Muji to Go mobile store launches alongside Muji’s largest store internationally which has opened in Tokyo’s Naoetsu Shopping Centre. Its aim is to help revitalise the brand within its home market by targeting consumers who cannot conveniently access city stores – especially older customers.

The store will begin selling goods next month before fully launching in September with a stock of clothing, stationery, and daily-use supplies. The project will additionally allow Muji staff to converse with remote consumers and learn more about their needs and concerns.

A second mobile store is likely to be launched in Sakata city, Yamagata in the near future.

More information and photos on Designboom.