Uniqlo aims for Utopia with flagship store relaunch
by theONEcentre

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.

Play video







Download:
This a link to a PDF
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
Categories
Related Stories

Centre News
1/04
The ideas and innovators transforming the world.

Fashion
1/04
Can period pants change the world?

Hospitality
1/04
How Flave’s big-flavour proposition is breaking vegan stereotypes.

Food & Beverage
1/04
How Ugly Food is disrupting the food industry and winning over consumers

Fashion
1/04
How Allbirds combined sustainability with cool to build a $4 billion shoe empire.

Transport
1/04
Get as much car as you need with a Lynk & Co subscription

Fashion
1/04
Why The Fabricant is dephysicalising fashion

Products
1/04
How Feather is fighting the fast-furniture epidemic

Health & Fitness
1/04
Are Rootine’s DNA-based vitamins really better for you?

Technology
1/04
Can AirSeed’s seed-planting drones put the brakes on climate change?

Technology
1/04
Replika is more than a friendly chatbot. It’s a footprint of you.

Finance
1/04
How a fear of debt is fuelling Afterpay’s spectacular global growth

Technology
1/04
Are Spatial's high-fiving avatars the future of work?

Transport
1/04
Behind Tesla’s supersonic rise as the world’s most valuable car company

Technology
1/04
Is Life360 bringing families closer, or pushing teens away?

Lifestyle
1/04
The Brands Saving the World from COVID-19

Finance
1/04
Happy Money: the fintech that’s curing debt addictions

Food & Beverage
1/04
Is Kin the booze-free future of revelry?

Lifestyle
1/04
5 brands (and sectors) to watch in 2020

Finance
1/04
Beyond is bringing transparency to the business of death

Food & Beverage
1/04
Lagunitas is brewing dope you can drink

Finance
1/04
Doconomy is a banking service with a conscience

Transport
1/04
Will Wing’s drone deliveries help or hinder bricks-and-mortar retail?

Health & Fitness
1/04
Oura ring is unlocking the secrets of sleep

Technology
1/04
Why millennials love paying for Lemonade insurance

Lifestyle
1/04
How Everlane’s radically transparent ethos is upending fashion

Health & Fitness
1/04
Recyclable glasses made simple from Dresden

Food & Beverage
1/04
Eat an Impossible Burger, save the world

News
1/04
Brands Disrupting the World: book now for our next ONEtalks

Health & Fitness
1/04
Sex education you can trust: how Clue is tackling taboos

Food & Beverage
1/04
Drinking Oatly is more than a trend. It’s a "paradigm shift"

Lifestyle
1/04
Mobile is at the heart of Nike’s House of Innovation stores

Centre News
1/04
The psychology of selling to the world’s ultra-rich

Fashion
1/04
The Phluid Project: Shaking up the gendered world of fashion

News
1/04
The One Centre acquires digital media agency Effilab Australia

Finance
1/04
Koho is taking back your dreams from the banks that stole them

Transport
1/04
Forget buying a Mercedes-Benz. Why not subscribe?

Technology
1/04
Behind the meteoric rise of the world's biggest vaping brand JUUL

Retail
1/04
Cult Korean eyewear label Gentle Monster takes on London

News
1/04
The One Centre presents the brands disrupting the world at ONEtalks

Transport
1/04
Uber has a better way to map data – and anyone can use it

Health & Fitness
1/04
Forget ‘stoner’ – MedMen is taking marijuana mainstream

Centre News
1/04
Four pillars of brand success – John Ford writes for Startup Daily

Fashion
1/04
Virtual celebrity Lil Miquela partners with Japanese label Ambush

Fashion
1/04
Oakley’s ode to obsession

Fashion
1/04
"Will finds a way" with Under Armour

Technology
1/04
Kengo Kuma is purifying the air at Milan Design Week

Technology
1/04
Facebook is building Willow Village. Would you live there?

Technology
1/04
Apple recruits Spike Jonze to welcome you home

Technology
1/04
Dot Watch is disrupting the Braille market

Transport
1/04
Is Hyundai Pavilion the darkest building on earth?

News
1/04
The One Centre presents ‘Disruption Needs Construction’ at Sydney Design Festival 2018

Transport
1/04
Nissan brings its tech to life with self-driving slippers

Fashion
1/04
Outdoor apparel brand Patagonia to sue the Trump administration

News
1/04
The One Centre is hiring creative directors. Here’s our manifesto.

Fashion
1/04
Tiffany & Co brings Breakfast at Tiffany’s to life with luxury collection

Products
1/04
Behind the scenes of OK Go’s ‘Obsession’

Fashion
1/04
The North Face combines daydreams and free skiing stunts in a mesmerising film

Fashion
1/04
Nike is fighting bots with augmented reality

Centre News
1/04
"The only way is up" - John Ford writes for Mumbrella

Fashion
1/04
Fashion house Yves Saint Laurent opens a museum in Marrakech

Transport
1/04
Volkswagen explores the father/son relationship in an emotional film

Technology
1/04
Meet Norman, a WebVR tool for doodling in space

Centre News
1/04
“Give Dove a break” - John Ford speaks to CMO magazine

Food & Beverage
1/04
Guinness saddles up Compton Cowboys for latest Made of More film

Products
1/04
Minimalist Japanese brand Muji expands empire with fresh food market

Technology
1/04
Teenage Engineering

Technology
1/04
A forest where gods live

Fashion
1/04
Louis Vuitton teams with Supreme for ultimate brand collaboration

Technology
1/04
Technological Nature

Technology
1/04
Playful Palette

Fashion
1/04
Nike creates graphic feast for Air Max

Transport
1/04
Volvo returns to safety positioning in masterpiece film for the new XC6O

Products
1/04
Ikea to employ Syrian refugees in social sustainability project

Technology
1/04
Screens of the future

Technology
1/04
Apple’s extravagant new campus brings brand values to life

Products
1/04
Transformative Appetite

Products
1/04
Dove launches Real Beauty Productions to tell stories of real women

Technology
1/04
Rapid Liquid Printing

Lifestyle
1/04
The brands coming out to support the LGBT community

Media & Entertainment
1/04
Abstract. The Art of Design

Retail
1/04
Target creates mini-musical spectacular for Christmas

Transport
1/04
Nissan creates mobile workspace

Lifestyle
1/04
Lincoln Motor Company taps Annie Leibovitz for campaign

Products
1/04
Braun creates hypnotic installation for London Design Week

Transport
1/04
BMW Films returns with an explosive short film

Fashion
1/04
Adidas Republic of Sports launches in China

Technology
1/04
Convert the world around you to Pantone with the new Pantone App

Experiences
1/04
Moleskine opens a cafe for creatives

Media & Entertainment
1/04
We're the Superhumans: Channel 4 returns with film series

Fashion
1/04
Activewear brand Lululemon expands into beer

Food & Beverage
1/04
Tiger Beer launches NYC pop-up store to showcase best of Asia

Products
1/04
P&G rolls out strong film in ongoing Thank You, Mom campaign

Products
1/04
Ikea launches brand collaborations

Fashion
1/04
Adidas creates sustainable shoes made from ocean plastics

Lifestyle
1/04
Google launches 360-degree interactive animated short film

Food & Beverage
1/04
Coca-Cola makes music with W Hotels

Finance
1/04
Save The Children returns with harrowing refugee film

Fashion
1/04
COS creates "show-stopping" installation

Fashion
1/04
Uniqlo aims for Utopia with flagship store relaunch

Food & Beverage
1/04
McDonald's transforms Happy Meal toy into VR experience

Technology
1/04
Samsung launches immersive brand experience store

Media & Entertainment
1/04
Lo and Behold: Netscout launches branded film at Sundance Film Festival

Fashion
1/04
Burberry teams with Apple to launch dedicated Music channel

Technology
1/04
Apple Watch creates blooming installation at Selfridges

Fashion
1/04
Nike targets women with luxury workout experience

Art & Design
1/04
HSBC soars in stunning elevator film

Hospitality
1/04
The Four Seasons Jet is the ultimate brand experience

Fashion
1/04
Savage Beauty: Iconic Alexander McQueen honoured in exhibition

Technology
1/04
Samsung film is a beautiful tribute to the power of technology

Fashion
1/04
Converse creates global exhibition to celebrate iconic shoe

Fashion
1/04
Leica and Moncler create Monumental exhibition

Technology
1/04
Wind Mobile celebrates human connections

Products
1/04
Lego targets architects with new product range

Products
1/04
GE revives iconic Moon Boot to celebrate role

Fashion
1/04
Nike's ‘Phenomenal’ World Cup experience

Fashion
1/04
Louis Vuitton Museum: a new level of branded art

Media & Entertainment
1/04
GQ to groom men with branded barbershop

Transport
1/04
BMW's iconic Art Cars Project launches global tour

Food & Beverage
1/04
Chipotle turns to literature in new project

Food & Beverage
1/04
Cornetto spreads the love with film series

Food & Beverage
1/04
Stella hits high note with Chalice Symphony

Finance
1/04
NRMA opens Crashed Car Showroom

Technology
1/04
Intel urges audiences to 'look inside' in film series

Fashion
1/04
Net-A-Porter launches glossy print magazine

Products
1/04
The Lego Movie hits cinemas worldwide

Food & Beverage
1/04
Guinness creates short film 'The Sapeurs'

Products
1/04
Dom Perignon and Jeff Koons create art

Fashion
1/04
Patagonia film celebrates the stories we wear

Food & Beverage
1/04
Chipotle wages war on Big Food

Technology
1/04
AT&T's brutal new film to stop texting and driving

Transport
1/04
BA tugs the heartstrings with Visit Mum film

Transport
1/04
Leave the world behind with Volvo

Technology
1/04
IBM & The World's Smallest Film

Fashion
1/04
Burberry merges digital and physical worlds

Lifestyle
1/04
Iconic landmark is on song with The Ship Song

Media & Entertainment
1/04
Bond's Skyfall is ultimate branded entertainment

Lifestyle
1/04
Red Bull goes Stratospheric

Transport
1/04
Audi showcases the future in Spheres

Technology
1/04
AT&T unveils transmedia experience Daybreak

Products
1/04
Google experiments with art and science

Technology
1/04
GE asks Australians for Two Words

Food & Beverage
1/04
THE ONE CENTRE
Level 3, 75 Pitt St
Sydney NSW 2000
Australia
hello@theonecentre.com
Sign up to ONE TALKS
Please use a valid email address
By entering your email you agree to the
Terms of Use and Privacy Policy