Uniqlo's UT POP-UP!
04 Apr. 2013
Uniqlo launches new UT Pop-up Store ConceptFrom 7th April 2013, and open from 12:00 – 21:00, Uniqlo will open its first new concept UT POP-UP! T-shirt shop. The UT POP-UP! TYO, will be Uniqlo’s largest ever UT (Uniqlo T-shirt) store.
The shop is located on the site of the recently relocated platforms for the Toyoko Line at Shibuya Station, in Tokyo, which originally opened in 1927 and moved to the underground Shibuya Ekiato on March 15th. The site now acts as an events space, with the UT POP-UP! TYO being the inaugural event. The site offers more than 12,000 UT t-shirts in over 1,000 different designs and types, over a space totalling 660 sq. meters. Uniqlo have issued 100 new types of T-shirt to mark the launch. At UT POP-UP! TYO, Uniqlo will also hold its largest ever video shooting session. 10,000 people are expected to take part in the shoot, which offers the opportunity for participants to appear in the UT advertisement.
The UT Camera on site at UT POP-UP! TYO allows visitors to take part in a shoot that is then projected onto a venue wall through projection mapping so that participants appear in a campaign visual. The footage may also be used in future UT TV advertisements. Visitors can also download UT Camera, a new smartphone video app that turns one second personal looped video portraits into animation. The footage can then be uploaded to the official UT website for those sporting UT apparel, and linked to Facebook, Twitter, and other social media platforms.
Uniqlo plan to replicate the experience at other UT POP-UP! locations worldwide, which will open in central locations in major cities. This is the first new marketing concept Uniqlo have employed in the company’s ten year history of selling UT’s. The new approach aims to make fashion accessible to everyone, in unique and interesting metropolitan locations. The initiative builds on the traditional pop-up shop concept, with large-scale pop-up shops in central metropolitan locations offering a limited, dedicated product mix. The initiative aims to broaden Uniqlo’s reach to its customers, to make fashion accessible to everyone in interesting locations.
Maria Cristina Pavarini
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