Uniqlo aims for Utopia with flagship store relaunch
by theONEcentre
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22
June 2016
22nd June 2016
Uniqlo is embracing its artistic side with a new strategy to turn its flagship London store into a “cultural hub”.
The strategy is spearheaded by a new campaign, ‘This Way to Utopia’, which comprises an online film, outdoor advertising and partnerships with Tate Modern and internet radio station NTS.
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The film is supported by an outdoor advertising campaign featuring six cultural ambassadors, selected by the brand to reflect the creativity, positivity and diversity of London in 2016, according to The Drum. The ambassadors include Muslim designer/visual artist and blogger Hana Tajima, transgender model/activist Munroe Bergdorf, filmmaker Sean Frank, DJ/Producer Benji B, Rapper/Producer Skepta, and DJ/Photographer and model Cate Underwood. The ads were photographed by Rankin.
“London is a very important market for any global retail business. It is the most diverse city in the world which makes it a creative and cultural utopia and we want to celebrate this."
The store will feature a new conceptual area The Uniqlo WearHouse, which will feature its own entrance and "an entirely different design and bespoke way of displaying the LifeWear range." It will also serve as the "cultural hub" and host events.
Uniqlo is clearly looking to attract a young audience of artistic influencers to its brand and to bolster its awareness and popularity.
Little has been said about the design of the WearHouse space, however, this will be a huge factor in the consumer's ability to embrace the experience. Watch that space...literally.
Credits
Article By: Lorum Ipsum,
Lorum Ipsum at The One Centre
Twitter @lorum_ipsum
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Technology
1/04
AT&T unveils transmedia experience Daybreak
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Products
1/04
Google experiments with art and science
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Technology
1/04
GE asks Australians for Two Words
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Food & Beverage
1/04
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