Threads of Innovation during London Fashion Week

Somerset House

The Challenge

Global Japanese apparel retailer UNIQLO hosted an experiential brand event at Somerset House during London Fashion Week. 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.

Our Insight

To bring the philosophy to life we focused on three perspectives: art, science and craftsmanship. Key messaging needed to focus on UNIQLO’s innovation, quality, value and sustainability – all in an experiential way.

Our Solution

Bringing to life the vision of design consultancy Pentagram, EC delivered expert event management and technical production, together with intricate scenic construction and build. Six zones were created to showcase the UNIQLO brand, including an introduction videowall displaying films and infographics. Content comprised of large-scale art pieces made of UNIQLO garments and installations such as the HeatTech room designed by Japanese agency Rhizomatiks.

The Experience

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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