In This Article:
It’s been 15 years since Uniqlo landed on U.S. shores, opening its first store in America at 546 Broadway in New York’s SoHo.
To commemorate the milestone, the Japanese company, which is owned by Fast Retailing Co. Ltd., has completed a renovation of the site that speaks to its Japanese roots and its dedication to the neighborhood.
More from WWD
Masahiko Nakasuji, global marketing director of Uniqlo, said the store was “transformed to be a true global flagship with a local touch.”
Upon entering, customers are greeted with a massive glass tank running down the center that serves as a display mechanism and separates the main floor into men’s- and women’s-specific product. Inside the tank are displays centered around the company’s LifeWear collection, which Nakasuji described as “high-quality essentials to make everyday life more comfortable.”
For the reopening, the merchandising displays within the tank are focused on merino wool product, which is also stacked for purchase on floor-to-ceiling shelves on either side. The merchandise shown in the tank will rotate depending upon season.
Beyond that is a section that focuses on core essentials such as sweats, and 3D-created seamless knitwear complete with a video explaining the process. Nakasuji said these pieces are “timeless and not too trendy” and are available for both genders.
Monitors in the store will show the company’s latest campaign, People of SoHo, which is intended to celebrate the style and diversity of the neighborhood.
There is also a UT space dedicated to the collection of Uniqlo graphic T-shirts, which will feature new merchandise on a weekly basis. It features a floor-to-ceiling light box display as well as a UTme machine where customers can create their own T-shirts.
Nakasuji said this is the first time a customization station has been available in the SoHo store.
For the opening, Uniqlo has chosen three artists — Jean-Michel Basquiat, Andy Warhol and Keith Haring — whose work is available to be printed on the T-shirts.
The brand’s StyleHint app will be brought to life in a dedicated room on the first floor where more trend-focused merchandise will be displayed. StyleHint encourages users to upload photos to the app, which then recommends Uniqlo merchandise that is closest to those looks.
Uniqlo used its staff in the marketing images for this department since they are viewed as the ambassadors of the brand, Nakasuji said.
There’s a new jeans area complete with reworked denim pieces created by Kozaburo, and a corner dedicated to the company’s sustainability efforts.