Uniqlo – just another retail store?
July 5th, 2009 by sauceMany retail environments have failed to speak with consumer in a language they understand, that has any relevance to them or that manages to stay embedded in their minds for any more than a few minutes. There are a few examples out there, bathing Ape, Viktor and Rolf, Mandarina Duck that have really managed to express the brand through the retail channel as opposed to creating a white elephant something that does not continue the customer journey touch point continuum or add to the overall converstaion. It appears finally Uniqlo have also joined this prestige.They have for some time beien communicating in a unique voice that is distinctively theirs and does not default to the cheap and ubiquitous Top Shop style of language.
Curiosity has completed the design of the Uniqlo Megastore that has opened near Shinjuku station in Tokyo. The new design is strongly influenced by the Tokyo urban landscape and the large entrance, marked with three display towers, recreates a mini-Shinjuku city. As the lighting floor wraps the towers in a glow of light that illuminates the surrounding streets, the shop becomes an active element of the street: attractive, reliable, and secure.
Borderless Entrance: The layout and angulations of the towers inside blur the boundaries between the street and the retail space, creating a unique environment in a busy street of Shinjuku and capturing what is great about Uniqlo, that you can’t help looking.
Reflection of Reflection Entrance: The city seems to have become human scale as you move freely around the three towers. The vertical displays of the entrance are reflected on the mirrored wall creating an amazing gallery of displays, a maze of reflections of reflections, the tower seeming to be inserted within the interior of the shop.
Non Existance Interior: The challenge of the interior is for it not to ‘exist’. Only the clothes should be visible. Display furniture is not only reduced to the minimum but also ‘designed’ to be non-existent with materials selected for their immateriality. A lighting ceiling, displays and counters work together to remove the shadows creating an abstract retail environment where products and customers seem to float in a white glow.
All combine to create the energy and different style that exists within Uniqlo.












