UNIQLO opened the Harajuku and Tokyo stores in June. The Harajuku Store features UT POP OUT, the largest UT section in Japan, while the Tokyo Store is centered on the concept of “all about LifeWear.” How does Total Creative Director Kashiwa Sato view these new stores?
From Harajuku to send out the message through T-shirts
Q. In 2007, the UNIQLO Harajuku Store was reborn as UT STORE HARAJUK. As the person in charge of creative direction, you must have a special attachment to the Harajuku Store. What are your thoughts on the coming back to Harajuku?
Harajuku is a special place for UT, since it was the location of the first UT store. When President Yanai asked me to handle the T-shirt brand, I told him straight away that I wanted a store. When he asked where, I unhesitatingly answered “Harajuku.” Harajuku has been and remains a mecca for street fashion, and I wanted to use this area as a base to convey T-shirts—the ultimate basic item. So I was simply happy to be returning to the area. I decided that I wanted to utilize the first floor of the new Harajuku Store as UT POP OUT, and fully present the latest UT worldview.
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Canvas shopping bags, small plates, notebooks, bandanas, and other goods are displayed alongside T-shirts, an idea that began with the Harajuku Store.
Q. What were your aims and thoughts in creating UT POP OUT?
UT POP OUT emerged from the idea of presenting a space that would accommodate a range of events and new experiments. Essentially, I wanted to create a space that gives rise to all sorts of experiences and activities for customers to enjoy. We are experimenting with various ideas to convey from Harajuku all the possibilities inherent in the UT brand. Along with being particular about the way T-shirts are displayed, we are also trying out new ideas centered on the Harajuku Store, such as ensuring that the latest items catch the eye of customers the moment they walk in the door, and offering UT goods that expand the worldviews of the various content themes.
Q. What are the other focal points of UT POP OUT?
The oversized statue of Billie Eilish by contemporary artist Takashi Murakami displayed in the entrance since the store opened has attracted a lot of attention, and we plan to have displays that allow visitors to feel the scale of the space. Another new point is the gigantic monitors, which we can use to convey all sorts of information. I want to continually present high-quality material, such as content theme videos that are a work in their own right.
A central oversized monitor greets visitors the moment they step into the store.
The Harajuku Store offers experiences not available in other locations, such as cultural displays that tie into content themes. This display (at the time in June) includes an actual guitar from Fender, a collaborator for the “Blues Music” content theme.
The Harajuku Store is designed to be a gallery, and The Tokyo Store is like a museum
Q. The Tokyo Store opened around the same time features presentations that make full use of its wide spaces. What were your aims with this store?
The Tokyo Store allows customers to experience the UNIQLO’s central concept of LifeWear. UT of course occupies an important position as LifeWear, so we created a special sales space that shows UT in a way different from the Harajuku Store. While Harajuku is like a gallery, the Tokyo Store allows items to be presented in a museum-like style. Similar to the LifeWear Corner, or the areas that present AIRism and sustainability, I think this is a space where customers can sense the various collaborators for UT.
Books connected with the collaborators are shown in the foreground, with the UT Archives behind (Related article).
Q. So the UT archive display is a special measure for the Tokyo Store?
By using the ample space to display items from the archive, I wanted customers to sense the vintage feel of classic UT, and remind them how cool they still looks today. I felt that it would be interesting to revive some of the designs from the archive, as if returning to the starting point would open up new possibilities. I also think it would be fun to try different things with the archive itself, such as curating it by content theme or category.
The Tokyo Store features a space that celebrates the achievements of the widely admired artist Jason Polan, while mourning a life cut too short.
Q. The opening of these two new stores has given you a space to express the UT worldview. What is the future brand image for UT?
I think of UT as a platform, a structure. As I mentioned previously, T-shirts are the most basic form of clothing. UT adds all sorts of content themes to T-shirts, and sells them worldwide at a reasonable price. I think that’s something only UNIQLO can do. No other company has ever focused on T-shirts to this degree, and devoted so much effort. I think the range of possibilities is still expansive, and UT should be a brand that leads T-shirt brands worldwide. Space creation is important to expanding a brand. It’s the same for both physical stores and in the digital realm. Just having the product is not enough. I think it’s important to offer an experience that neatly conveys the story inherent in each content theme.
© Keith Haring Foundation. Licensed by Artestar, New York. *©/®/™ The Andy Warhol Foundation for the Visual Arts, Inc. © 2020 LASH Music, LLC ©2020 Takashi Murakami/Kaikai Kiki Co., Ltd. All Rights Reserved. ©2020. Fender Musical Instruments Corporation. All Rights Reserved. ©FAILE © Museum of Fine Arts Boston ©Sawako Hoshi ©Hajime Sorayama Courtesy of Nanzuka ©Fujio Akatsuka ©2020 face_oka © Kosuke Kawamura © Meguru Yamaguchi ©YOSHIROTTEN
Kashiwa Sato| Creative Director/Art Director. Born in Tokyo in 1965. Graduated from the Department of Graphic Design, Faculty of Art and Design of Tama Art University. Spent 11 years at Hakuhodo and established his own creative studio, SAMURAI, in Japan in 2000. Kashiwa, one of the world’s leading creative directors, delivers a fresh perspective of design to the world. From concept and communication strategy building to developing brand logos, Kashiwa's ability as a brand architect to identify, elucidate, and visualize the essence of the subject is highly acclaimed in a number of fields. Recently, he has extended his vision to include the design of space and major architecture projects.
Official Site URL: http://kashiwasato.com/
