Uniqlo Heattech
Uniqlo, a global fashion retail brand of Japanese origin, commissioned us to create a high-impact spatial transformation of its 3 New York City’s flagships to support its Heattech campaign: interpret and express “Warm to the Core” message as an experiential, artistic, site-specific spatial intervention. Standard vinyl, dichroic optical film, and Lumisty view control films were reappropriated for artistic use to encourage interactivity and play between the public and the brand’s retail spaces.
To trigger sensation of spatial immersion in "warmth” to convey the brand’s message, we focused on 1 idea: Sensorial power of colors. Heattech identity’s color gradient that transformed into rays and coccoons of warmth, “invade” Uniqlo’s NYC flagships during winter: rising, permeating, engulfing. Integrating standard materials and optical films in unexpected ways, and by integrating them visually and physically into stores’ architecture as supergraphics, the flagships transformed into vessels for message of warmth.