We warmed up the shopping experience for Londoners

Last year, Uniqlo opened a impressive new flagship at 311 Oxford Street stretching across five floors. The building’s top two floors were dedicated to telling product stories in experimental, engaging ways.

Across six months, Anyways partnered with Uniqlo to unlock the purpose of this unique space. We created experiences for the brand’s two key seasonal products: HeatTech and AIRism. How could we help the brand communicate product information in an impactful way to educate and inspire customers? We found our answer firmly rooted in the product benefits, which we used as a jump-off point to tell product stories through captivating visual experiences.

We took over the street-level window with a bold, abstract sculpture designed to pull in passing shoppers off the street and into the lift to experience an area of the Uniqlo store they didn’t know existed.

We took inspiration from the HeatTech colour palette and thermal imaging, as well as the language of heating elements to create an artificially warm environment. Coloured constructs made of plexiglass, neon and fluorescent tubes were used to make impactful installations for the street-level window and the back wall of the concept floor. The street-level window is a bold and abstract sculpture, designed to pique the curiosity of passing shoppers and encourage them upstairs to visit an area of the store they may not have previously known existed. The attention grabbing back wall of the concept floor introduces customers to the HeatTech range, the look and feel of the space.