Uniqlo to host global exhibition in London
today Aug 28, 2019
Fast retailing’s Uniqlo is planning to host a special exhibition in London during the city’s fashion week next month. It’s a first for the company in London with the show called The Art and Science of LifeWear: New Form Follows Function. It will be a “large-scale immersive, experiential event [that] will showcase LifeWear from three perspectives, Art, Science and Craftsmanship.”
London was the first market in which the Uniqlo brand opened when it started to expand outside of Japan 20 years ago and the company’s exhibition will take place in the city’s former LFW home Somerset House, not far from The Store location where much of the action for this fashion week it set to take place.
Given that this LFW will also see a huge expansion of the event to become more consumer-facing, the Uniqlo exhibition, which runs from September 17 to 22, is also likely to attract plenty of attention.
As for the details of the event itself, Uniqlo will highlight a variety of products and the manufacturing processes involved in creating them. It said there will be “examples of technological innovations showing the new standards being set for what clothing can be, such as revolutionary ‘Wholegarment’ technology, which employs carefully calibrated and beautiful three-dimensional silhouettes in seam-free knitwear.”
The retailer will also create an immersive space to convey the Science element of the exhibition through its Heattech, Airism and Ultra Light Down products. The area will include an interactive digital installation to show the functional and technological properties of Heattech.
And reflecting the brand’s eco credentials, the exhibition will also include a dedicated area focusing on its sustainability work.
Also marking fashion week, exhibition visitors will have exclusive access to purchase items from a new collaboration in partnership with London-based online radio station NTS that will be available from September 17. NTS will also hold two late night events at Somerset House on September 19 and 20.