Global In-Store Communication Renewal
Art Direction, Visual Communication Design System
UNIQLO is a casual wear retailer that delivers high-quality comfortable clothes. Today UNIQLO has more than 1,700 stores worldwide including Japan, Australia, Belgium, China, France, Germany, Hong Kong, Indonesia, Malaysia, Philippines, Russia, Singapore, South Korea, Taiwan, Thailand, U.K. and the U.S.
STUDIO NEWWORK was assigned to renew UNIQLO global in-store communication. We developed a new visual communication system to enhance the look and the shopping experience in retail stores. After numerous meeting with the UNIQLO creative team, we have created approximately 1,000 design drawings of panels and POPs for Spring / Summer 2016 and Fall / Winter 2016. Art directed all the still-life and styling imagery and ensured to deliver facts and benefits of each product, we put the focus on product in a stylish and exiting way. We have created design templates to be consistent in both the design and content in retail stores.
To enhance the overall look with UNIQLO brand DNA, we created square-based grids for panels and POPs in different sizes and developed the consistent visual system. We used mainly a UNIQLO font in light weight, increased letter spacing, and carefully selected letter sizes for product names and product descriptions to improve both readability and the look. We reduced the use of the color red, and increased the use of color black with more white space. For the better shopping experience in stores, we inspected thoroughly in the stores to find the perfect balance between products and the the panels / POPs.
UNIQLO remodeled its store on Broadway Street in Soho in September 2016 after nearly 10 years since the global flagship store first opened in 2006. The remodeled store features multiple areas, each telling a story that highlights the company’s passion for innovation. A new area promoting performance items focuses on materials and functionality, while another celebrates the art of design. The new in-store communication materials including panels, POPs, ceiling-mounted banners and wall-mounted posters were presented for the first time when the Soho store reopened.