The Brief
Global Japanese apparel retailer UNIQLO hosted an experiential brand event at Somerset House during London Fashion Week 2019.
Entitled ‘The Art and Science of LifeWear: New Form Follows Function’, the large-scale immersive, experiential event needed to showcase the brand’s LifeWear philosophy from three perspectives: art, science and craftsmanship. Key messaging needed to focus on UNIQLO’s innovation, quality, value and sustainability.
The Delivery
Bringing to life the vision of design consultancy Pentagram, Event Concept delivered expert event management, technical production, and intricate scenic construction and build.
Six zones were created to showcase the UNIQLO brand, including an introduction area with films and infographics via a videowall; large-scale art pieces made of UNIQLO garments and installations such as the HeatTech room designed by Japanese agency Rhizomatiks.
The Inside Story
Visitors could attend the exhibition for free in The Embankment Galleries at Somerset House and, to mark London Fashion Week, the exhibition provided exclusive access to purchase items from a new UNIQLO collection.
The collection was a collaboration in partnership with London-based online radio station NTS, which also hosted two late-night events as part of the experience.
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