Uniqlo reopens refurbished London flagship
Spanning 2,240 square metres, the sales floors include special areas on the third and fourth floors called Uniqlo WearHouse London, which will be devoted to the brand’s LifeWear concept.
The company has launched a store reopening advertising campaign called 'This Way to Utopia' which draws on the talents of six Londoners from the local music, art, and fashion scenes.
John Jay, Fast Retailing president of global creative, said: "London is one of the most diverse cities in the world and a true creative and cultural utopia. We wish to celebrate the special connection we feel with London, which was our first overseas market almost fifteen years ago, and we believe that our new campaign, called 'This Way to Utopia,' and campaign ambassadors showcase this in the best way possible."
The refurbished store features a roof terrace where shoppers can look out over the central London streetscape. The space will also be used for public events throughout the year.
To commemorate the reopening of the store, Uniqlo is collaborating with a number of local partners including the Liberty department store, the Tate Modern art gallery and fashion designer Hana Tajima.
The Liberty London for Uniqlo Spring Summer 2016 collection will make its global debut on 18 March and will be available for sale at 311 Oxford Street ahead of other Uniqlo stores around the world.
In addition, the Uniqlo X Hana Tajima collection will launch for the first time in the UK exclusively at 311 Oxford Street.
Meanwhile, a new partnership will see Tate Modern curate regular events at the Oxford Street store while Uniqlo will be the official sponsor of Tate Modern's relaunch weekend in June. The brand will also host a series of late night events on the first Friday of every month at Tate Modern called 'Uniqlo Fridays'.
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