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

Categories
Related Stories

Centre News

The ideas and innovators transforming the world.

Fashion

Can period pants change the world?

Hospitality

How Flave’s big-flavour proposition is breaking vegan stereotypes.

Food & Beverage

How Ugly Food is disrupting the food industry and winning over consumers

Fashion

How Allbirds combined sustainability with cool to build a $4 billion shoe empire.

Transport

Get as much car as you need with a Lynk & Co subscription

Fashion

Why The Fabricant is dephysicalising fashion

Products

How Feather is fighting the fast-furniture epidemic

Health & Fitness

Are Rootine’s DNA-based vitamins really better for you?

Technology

Can AirSeed’s seed-planting drones put the brakes on climate change?

Technology

Replika is more than a friendly chatbot. It’s a footprint of you.

Finance

How a fear of debt is fuelling Afterpay’s spectacular global growth

Technology

Are Spatial's high-fiving avatars the future of work?

Transport

Behind Tesla’s supersonic rise as the world’s most valuable car company

Technology

Is Life360 bringing families closer, or pushing teens away?

Lifestyle

The Brands Saving the World from COVID-19

Finance

Happy Money: the fintech that’s curing debt addictions

Food & Beverage

Is Kin the booze-free future of revelry?

Lifestyle

5 brands (and sectors) to watch in 2020

Finance

Beyond is bringing transparency to the business of death

Food & Beverage

Lagunitas is brewing dope you can drink

Finance

Doconomy is a banking service with a conscience

Transport

Will Wing’s drone deliveries help or hinder bricks-and-mortar retail?

Health & Fitness

Oura ring is unlocking the secrets of sleep

Technology

Why millennials love paying for Lemonade insurance

Lifestyle

How Everlane’s radically transparent ethos is upending fashion

Health & Fitness

Recyclable glasses made simple from Dresden

Food & Beverage

Eat an Impossible Burger, save the world

News

Brands Disrupting the World: book now for our next ONEtalks

Health & Fitness

Sex education you can trust: how Clue is tackling taboos

Food & Beverage

Drinking Oatly is more than a trend. It’s a "paradigm shift"

Lifestyle

Mobile is at the heart of Nike’s House of Innovation stores

Centre News

The psychology of selling to the world’s ultra-rich

Fashion

The Phluid Project: Shaking up the gendered world of fashion

News

The One Centre acquires digital media agency Effilab Australia

Finance

Koho is taking back your dreams from the banks that stole them

Transport

Forget buying a Mercedes-Benz. Why not subscribe?

Technology

Behind the meteoric rise of the world's biggest vaping brand JUUL

Retail

Cult Korean eyewear label Gentle Monster takes on London

News

The One Centre presents the brands disrupting the world at ONEtalks

Transport

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

Health & Fitness

Forget ‘stoner’ – MedMen is taking marijuana mainstream

Centre News

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

Fashion

Virtual celebrity Lil Miquela partners with Japanese label Ambush

Fashion

Oakley’s ode to obsession

Fashion

"Will finds a way" with Under Armour

Technology

Kengo Kuma is purifying the air at Milan Design Week

Technology

Facebook is building Willow Village. Would you live there?

Technology

Apple recruits Spike Jonze to welcome you home

Technology

Dot Watch is disrupting the Braille market

Transport

Is Hyundai Pavilion the darkest building on earth?

News

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

Transport

Nissan brings its tech to life with self-driving slippers

Fashion

Outdoor apparel brand Patagonia to sue the Trump administration

News

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

Fashion

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

Products

Behind the scenes of OK Go’s ‘Obsession’

Fashion

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

Fashion

Nike is fighting bots with augmented reality

Centre News

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

Fashion

Fashion house Yves Saint Laurent opens a museum in Marrakech

Transport

Volkswagen explores the father/son relationship in an emotional film

Technology

Meet Norman, a WebVR tool for doodling in space

Centre News

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

Food & Beverage

Guinness saddles up Compton Cowboys for latest Made of More film

Products

Minimalist Japanese brand Muji expands empire with fresh food market

Technology

Teenage Engineering

Technology

A forest where gods live

Fashion

Louis Vuitton teams with Supreme for ultimate brand collaboration

Technology

Technological Nature

Technology

Playful Palette

Fashion

Nike creates graphic feast for Air Max

Transport

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

Products

Ikea to employ Syrian refugees in social sustainability project

Technology

Screens of the future

Technology

Apple’s extravagant new campus brings brand values to life

Products

Transformative Appetite

Products

Dove launches Real Beauty Productions to tell stories of real women

Technology

Rapid Liquid Printing

Lifestyle

The brands coming out to support the LGBT community

Media & Entertainment

Abstract. The Art of Design

Retail

Target creates mini-musical spectacular for Christmas

Transport

Nissan creates mobile workspace

Lifestyle

Lincoln Motor Company taps Annie Leibovitz for campaign

Products

Braun creates hypnotic installation for London Design Week

Transport

BMW Films returns with an explosive short film

Fashion

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

Media & Entertainment

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

Fashion

Activewear brand Lululemon expands into beer

Food & Beverage

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

Products

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

Products

Ikea launches brand collaborations

Fashion

Adidas creates sustainable shoes made from ocean plastics

Lifestyle

Google launches 360-degree interactive animated short film

Food & Beverage

Coca-Cola makes music with W Hotels

Finance

Save The Children returns with harrowing refugee film

Fashion

COS creates "show-stopping" installation

Fashion

Uniqlo aims for Utopia with flagship store relaunch

Food & Beverage

McDonald's transforms Happy Meal toy into VR experience

Technology

Samsung launches immersive brand experience store

Media & Entertainment

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

Fashion

Burberry teams with Apple to launch dedicated Music channel

Technology

Apple Watch creates blooming installation at Selfridges

Fashion

Nike targets women with luxury workout experience

Art & Design

HSBC soars in stunning elevator film

Hospitality

The Four Seasons Jet is the ultimate brand experience

Fashion

Savage Beauty: Iconic Alexander McQueen honoured in exhibition

Technology

Samsung film is a beautiful tribute to the power of technology

Fashion

Converse creates global exhibition to celebrate iconic shoe

Fashion

Leica and Moncler create Monumental exhibition

Technology

Wind Mobile celebrates human connections

Products

Lego targets architects with new product range

Products

GE revives iconic Moon Boot to celebrate role

Fashion

Nike's ‘Phenomenal’ World Cup experience

Fashion

Louis Vuitton Museum: a new level of branded art

Media & Entertainment

GQ to groom men with branded barbershop

Transport

BMW's iconic Art Cars Project launches global tour

Food & Beverage

Chipotle turns to literature in new project

Food & Beverage

Cornetto spreads the love with film series

Food & Beverage

Stella hits high note with Chalice Symphony

Finance

NRMA opens Crashed Car Showroom

Technology

Intel urges audiences to 'look inside' in film series

Fashion

Net-A-Porter launches glossy print magazine

Products

The Lego Movie hits cinemas worldwide

Food & Beverage

Guinness creates short film 'The Sapeurs'

Products

Dom Perignon and Jeff Koons create art

Fashion

Patagonia film celebrates the stories we wear

Food & Beverage

Chipotle wages war on Big Food

Technology

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

Transport

BA tugs the heartstrings with Visit Mum film

Transport

Leave the world behind with Volvo

Technology

IBM & The World's Smallest Film

Fashion

Burberry merges digital and physical worlds

Lifestyle

Iconic landmark is on song with The Ship Song

Media & Entertainment

Bond's Skyfall is ultimate branded entertainment

Lifestyle

Red Bull goes Stratospheric

Transport

Audi showcases the future in Spheres

Technology

AT&T unveils transmedia experience Daybreak

Products

Google experiments with art and science

Technology

GE asks Australians for Two Words

Food & Beverage

Coca-Cola Moves to the Beat of London

THE ONE CENTRE

Level 3, 75 Pitt St
Sydney NSW 2000
Australia
hello@theonecentre.com


Back to top

Terms & Conditions   Privacy

THE ONE CENTRE

Level 3, 75 Pitt St
Sydney NSW 2000
Australia
hello@theonecentre.com

https://RealFootballData.com/

https://dhanlaxmimedicos.com/

https://savan777.com/

https://totomapis.com/

https://linksguru.net/

https://cancer-forums.org/

https://defunctonline.com/

https://gashtonline.com/

https://epelayanan.id/

https://allas.id/

https://programhamil.id/

https://heylink.me/ohtogelvip/

https://petperspective.org/

https://medexpresshop.com/

https://desabodag.id/

https://techking.id/

https://postpa.id/

https://beritasumsel.id/

https://tkskemnaker.id/

https://guruproperty.id/

https://inewssurabaya.id/

https://infofranchise.id/

https://ProMedIs.id/

https://vimaxasli.id/

https://peace-hand.net/

https://glofulskinserum.net/

https://primaloriginoils.com/

https://cancundepot.com/

https://totomapis.com/

https://MedExpressHop.com/

https://mutjar.com/

https://PetPerspective.org/

https://19216811.id/

https://sindromediwilliams.com/

https://pengirimanmurah.id/

https://omafoorumi.net/

https://obatherpesalami.id/

https://myrepublic-bandung.id/

https://enjoy-cinema.com/

https://ekafarm.id/

https://doctorjon.id/

https://damaiku.id/

https://CreativeKorea.id/

https://ClimateDiplomacyWeek.id/

https://aradcp.com/

https://smartkapp.id/

https://centralneuralsystem.com/

https://howmanyfrogs.com/

https://jshortcodes.com/

https://activeideas.net/

https://aqibsoftechindia.com/

https://ezinecrow.com/

https://cmsturk.net/

https://firectory.com/

https://foxrunsoftware.net/

https://viethak.com/

https://gogrumogru.com/

https://caefeletronics.com.br/

https://jasashutterstock.id/

https://jellygamat.id/

https://maxine.id/

https://iprednisone.com/

https://learn-javascript-tutorial.com/

https://fassbendergallery.com/

https://mederence.com/

https://dhanlaxmimedicos.com/

https://realfootballdata.com/

https://maconeonone.com/

https://bikari.net/

https://mobleo.net/

https://freesozai.org/

https://realcracks.org/

https://dhadisan.id/

https://jakartadentalproject.id/

https://sipetra.id/

https://pkvsakong.id/

https://villabetting.id/

https://alisher.id/

https://bumiayutoday.id/

https://modifications.id/

https://thepbienxanh.com/

https://hyderabadinformation.com

https://wartaboyolali.id/

https://beritasore.id/

https://laporankeuanganpajak.id/

https://aryanakarawacitangerang.id/

https://blogdesa.id/

https://karpetkantor.id/

https://undangandigitalpernikahan.id/

https://yunabeauty.id/

https://dpamedia.id/

https://hondajakartatimur.id/

https://pembaharu.id/

https://peninggibadantiens.id/

https://wisatamurahjogja.id/

https://ibadahkita.id/

https://parimatch-sport.id/

https://juandaberkarya.id/

indosattoto

indosattoto

indosattoto

indosattoto

indosattoto

mineraltoto

mineraltoto

mineraltoto

mineraltoto

mineraltoto

mineraltoto

mineraltoto

mineraltoto

cahayatoto

cahayatoto

cahayatoto

cahayatoto

sisi368

jualtoto

jualtoto

jualtoto

jualtoto

mineraltoto

mineraltoto

mineraltoto

mineraltoto

mineraltoto

mineraltoto

mineraltoto

mineraltoto

mineraltoto

mineraltoto

indosattoto

indosattoto

indosattoto

cahayatoto

cahayatoto

cahayatoto

mineraltoto

mineraltoto

mineraltoto

indosattoto

indosattoto

indosattoto

cahayatoto

cahayatoto

nagihtoto

indosattoto

balaitoto

mineraltoto

cahayatoto

jualtoto

jualtoto

ohtogel

ohtogel

ohtogel

ohtogel

ohtogel

cahayatoto

cahayatoto

indosattoto

mineraltoto

nagihtoto

indosattoto

nagihtoto

indosattoto

BALAITOTO

BALAITOTO

cahayatoto

mineraltoto

mineraltoto

mineraltoto

mineraltoto

mineraltoto

mineraltoto

indosattoto

indosattoto

indosattoto

indosattoto

nagihtoto

nagihtoto

nagihtoto

nagihtoto

balaitoto

balaitoto

balaitoto

indosattoto

indosattoto

indosattoto

jualtoto

jualtoto

jualtoto

jualtoto

jualtoto

ohtogel

ohtogel

ohtogel