Uniqlo aims for Utopia with flagship store relaunch

by The One Centre

16

March, 2016

16th March 2016

Uniqlo is embracing its artistic side with a new strategy to turn its flagship London store into a “cultural hub”.

Play video

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.

The film features a collection of contemporary dancers performing in urban setting across London. The film was choreographed by Lukas Macfarlane and features the soundtrack Madeleine by German artist Konstantin Sibold.

The campaign includes a film featuring six cultural brand ambassadors

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 and DJ/Photographer and model Cate Underwood.  The ads were photographed by Rankin.

 

As part of the new strategy, Uniqlo has launched a partnership with Tate Modern, which will see the Japanese retailer become the official sponsor of the Tate Modern’s relaunch weekend in June.

Uniqlo will also sponsor a new branded event at the iconic South Bank art gallery called ‘Uniqlo Fridays’, which consists of a series of late-night events on the first Friday of every month.

As part of the partnership, Tate Modern will also curate quarterly events at Uniqlo’s flagship store at 311 Oxford Street. East London internet radio station NTS will also host monthly events at the store including a summer rooftop barbeque.

The store will host a range of cultural events including talks from inspiring individuals including Olympic gold medalist Victoria Pendleton and a yoga morning hosted by health coach Madeleine Shaw.

“We want to celebrate and be a part of the creative and cultural utopia of London”.

John Jay, creative president of Uniqlo’s owner, Fast Retailing, said: “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 and be part of it.”

Uniqlo is the latest in a string of retailers seeking to revamp the retail experience by embracing artists and hosting cultural events within their stores.

The move follows the likes of Burberry, Samsung, Nike, Apple and Warby Parker, all of which have revamped their flagship stores to create brand experiences for customers.

It’s part of a growing movement by retailers to create destinations for customers that are less sales focused and more about branded entertainment and experiences.

 

Lead by Apple’s groundbreaking store design and bolstered by Burberry’s move to bring the online experience into its stores, retail brands are increasingly looking for new and innovative ways to engage consumers with their brands beyond the purchase cycle.

As Angela Ahrendts, Apple’s senior VP of retail and online stores, and former Burberry CEO, said:

“I don’t want to be sold to when I walk into a store, it’s a turn-off. Build an amazing brand experience, and then it will just naturally happen.”

Uniqlo is clearly looking to attract a young audience of artistic influencers to its brand and to bolster its awareness and popularity.

The brand, which has a cult following in Asian markets where it is renowned for its well-priced basics and innovative fabric technologies, is looking to increase its cultural relevance within the London market. Which will help the brand to bolster its reputation globally.

The strategy is sound and the film is well executed however the key to success will lie in the execution of these events and the brand’s ability to provide relevant and meaningful cultural events in an authentic environment. Little has been said about the store design in this campaign, however this will be a huge factor in the consumer’s ability to embrace the experience. Watch this space.

Credits

Article By: The One Centre
Ideas and innovation company
Twitter @onecentregroup

Share

Share on Facebook
Share on Twitter
Share on Linkedin
Share via Email

Related Stories

News

ONEtalks August Event - The brands disrupting the world

Technology

Uber has a better way to map data – and anyone can use it

Products

Forget ‘stoner’ – MedMen is taking marijuana mainstream

News

Four pillars of brand success – John Ford writes for Startup Daily

Collaborations

Virtual celebrity Lil Miquela partners with Japanese label Ambush

Content

Oakley’s ode to obsession

Advertising

"Will finds a way" with Under Armour

Environments

Kengo Kuma is purifying the air at Milan Design Week

Architecture

Facebook is building Willow Village. Would you live there?

Advertising

Apple recruits Spike Jonze to welcome you home

Products

Dot Watch is disrupting the Braille market

Architecture

Is Hyundai Pavilion the darkest building on earth?

News

The One Centre presents ‘Disruption Needs Construction’ at Sydney Design Festival 2018

Environments

Nissan brings its tech to life with self-driving slippers

Content

Outdoor apparel brand Patagonia to sue the Trump administration

News

The One Centre is hiring creative directors. Here’s our manifesto.

Environments

Tiffany & Co brings Breakfast at Tiffany’s to life with luxury collection

Music

Behind the scenes of OK Go’s ‘Obsession’

Content

The North Face combines daydreams and free skiing stunts in a mesmerising film

Technology

Nike is fighting bots with augmented reality

News

"The only way is up" - John Ford writes for Mumbrella

Architecture

Fashion house Yves Saint Laurent opens a museum in Marrakech

Content

Volkswagen explores the father/son relationship in an emotional film

Technology

Meet Norman, a WebVR tool for doodling in space

News

“Give Dove a break” - John Ford speaks to CMO magazine

Advertising

Guinness saddles up Compton Cowboys for latest Made of More film

Environments

Minimalist Japanese brand Muji expands empire with fresh food market

Technology

Teenage Engineering

Art & Design

A forest where gods live

Products

Louis Vuitton teams with Supreme for ultimate brand collaboration

Technology

Technological Nature

Technology

Playful Palette

Advertising

Nike creates graphic feast for Air Max

Advertising

Volvo returns to safety positioning in masterpiece film for the new XC6O

Products

Ikea to employ Syrian refugees in social sustainability project

Content

Screens of the future

Architecture

Apple’s extravagant new campus brings brand values to life

Products

Transformative Appetite

Entertainment

Dove launches Real Beauty Productions to tell stories of real women

Technology

Rapid Liquid Printing

Special Review

The brands coming out to support the LGBT community

Entertainment

Abstract. The Art of Design

Advertising

Target creates mini-musical spectacular for Christmas

Art & Design

Nissan creates mobile workspace

Advertising

Lincoln Motor Company taps Annie Leibovitz for campaign

Experiences

Braun creates hypnotic installation for London Design Week

Entertainment

BMW Films returns with an explosive short film

Experiences

Adidas Republic of Sports launches in China

Technology

Convert the world around you to Pantone with the new Pantone App

Experiences

Moleskine opens a cafe for creatives

Advertising

We're the Superhumans: Channel 4 returns with film series

Products

Activewear brand Lululemon expands into beer

Experiences

Tiger Beer launches NYC pop-up store to showcase best of Asia

Advertising

P&G rolls out strong film in ongoing Thank You, Mom campaign

Products

Ikea launches brand collaborations

Products

Adidas creates sustainable shoes made from ocean plastics

Content

Google launches 360-degree interactive animated short film

Music

Coca-Cola makes music with W Hotels

Advertising

Save The Children returns with harrowing refugee film

Art & Design

COS creates "show-stopping" installation

Environments

Uniqlo aims for Utopia with flagship store relaunch

Technology

McDonald's transforms Happy Meal toy into VR experience

Architecture

Samsung launches immersive brand experience store

Entertainment

Lo and Behold: Netscout launches branded film at Sundance Film Festival

Art & Design

Burberry teams with Apple to launch dedicated Music channel

Experiences

Apple Watch creates blooming installation at Selfridges

Experiences

Nike targets women with luxury workout experience

Art & Design

HSBC soars in stunning elevator film

Experiences

The Four Seasons Jet is the ultimate brand experience

Experiences

Savage Beauty: Iconic Alexander McQueen honoured in exhibition

Content

Samsung film is a beautiful tribute to the power of technology

Experiences

Converse creates global exhibition to celebrate iconic shoe

Experiences

Leica and Moncler create Monumental exhibition

Advertising

Wind Mobile celebrates human connections

Products

Lego targets architects with new product range

Products

GE revives iconic Moon Boot to celebrate role

Experiences

Nike's ‘Phenomenal’ World Cup experience

Architecture

Louis Vuitton Museum: a new level of branded art

Experiences

GQ to groom men with branded barbershop

Experiences

BMW's iconic Art Cars Project launches global tour

Art & Design

Chipotle turns to literature in new project

Entertainment

Cornetto spreads the love with film series

Music

Stella hits high note with Chalice Symphony

Experiences

NRMA opens Crashed Car Showroom

Content

Intel urges audiences to 'look inside' in film series

Content

Net-A-Porter launches glossy print magazine

Entertainment

The Lego Movie hits cinemas worldwide

Advertising

Guinness creates short film 'The Sapeurs'

Products

Dom Perignon and Jeff Koons create art

Content

Patagonia film celebrates the stories we wear

Experiences

Louis Vuitton's controversial exhibition

Advertising

Chipotle wages war on Big Food

Content

AT&T's brutal new film to stop texting and driving

Content

BA tugs the heartstrings with Visit Mum film

Advertising

Leave the world behind with Volvo

Content

IBM & The World's Smallest Film

Environments

Burberry merges digital and physical worlds

Advertising

Iconic landmark is on song with The Ship Song

Entertainment

Bond's Skyfall is ultimate branded entertainment

Entertainment

Red Bull goes Stratospheric

Experiences

Audi showcases the future in Spheres

Entertainment

AT&T unveils transmedia experience Daybreak

Experiences

Google experiments with art and science

Experiences

GE asks Australians for Two Words

Music

Coca-Cola Moves to the Beat of London

theONEcentre

Strategy + Artistry

Ground Floor,
71 York St
Sydney NSW 2000
T +61 2 8096 9700
hello@theonecentre.com

for updates on The One Centre Group and our publications.

Back to top

theONEcentre

Strategy + Artistry