Uniqlo Campaign Celebrates Vibrant Cultural Scene In London

Uniqlo is reopening the doors to its global flagship store on Oxford Street in London.

Uniqlo, a Japanese casual wear brand, announced their return to Oxford Street in London. The store went under extensive renovation – space was expanded from three floors to five, making room for a conceptual sales area, a rooftop terrace and a cultural hub.

The reopening was supported by Uniqlo’s latest campaign, called “This Way to Utopia”.

The campaign presents young contemporary dancers performing in the urban landscape of London.

“This Way to Utopia” campaign was created by newly formed agency Faster Horses, founded by creative directors Sam Walker and Joe De Souza. Uniqlo campaign is their launch project.

Commenting the announcement of reopening the shop, John C 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. At UNIQLO, we believe ‘utopia’ is more than just a place; it is a means for self-expression through design, creativity and cultural diversity. 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.

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To celebrate the reopening of the shop, Uniqlo plans to held cultural events, promoting London’s art and music scenes. Hosts include art gallery Tate Modern and internet radio station NTS.

Uniqlo will also organise a talk by the School of Mindfulness and Victoria Pendleton (Olympic gold medal-winner) and yoga classes with Madeleine Shaw.