Despite UNIQLO's huge success and wide adoption overseas, American consumers have remained relatively unfamiliar with the brand and their offerings of affordable, fashionable, and quality clothing, which has to-date only been available at their Soho location in New York City. In an effort to celebrate the new UNIQLO Flagships opening on Fifth Avenue at 53rd Street and 34th Street Herald Square this fall, and increase brand awareness and adoption in the US market, UNIQLO enlisted Neverstop to produce and execute 6 mobile UNIQLO CUBES with a two-tiered strategy in New York City during summer/fall 2011. The cubes, designed by HWKN and produced by Neverstop were created to be extremely mobile and serve as not only a brand shop by day where consumers can purchase one of four key product categories including Heattech, Ultra Light Down, Cashmere or UT (UNIQLO T-Shirt Collaborations), but also as a dynamic branding beacon by night.
Despite UNIQLO's huge success and wide adoption overseas, American consumers have remained relatively unfamiliar with the brand and their offerings of affordable, fashionable, and quality clothing, which has to-date only been available at their Soho location in New York City. In an effort to celebrate the new UNIQLO Flagships opening on Fifth Avenue at 53rd Street and 34th Street Herald Square this fall, and increase brand awareness and adoption in the US market, UNIQLO enlisted Neverstop to produce and execute 6 mobile UNIQLO CUBES with a two-tiered strategy in New York City during summer/fall 2011. The cubes, designed by HWKN and produced by Neverstop were created to be extremely mobile and serve as not only a brand shop by day where consumers can purchase one of four key product categories including Heattech, Ultra Light Down, Cashmere or UT (UNIQLO T-Shirt Collaborations), but also as a dynamic branding beacon by night.
The first phase, was for Neverstop to launch the first 2 UNIQLO CUBES at the opening of the UNIQLO sponsored High Line Roller Rink with a semi-permanent installation, where the Cubes will remain through the end of September. Not only do consumers enjoy the experience of shopping for UNIQLO products in the Cubes in anticipation of the new store openings, but the roller rink also offers skate rentals and The Lot on Tap beer garden under the High Line offers refreshing beverages, and a rotating selection of food carts.
The second phase, is for Neverstop to take the additional 4 Cubes on a tour of New York and execute at iconic summer/fall New York festivals, street fairs, and other events throughout the city such as Hester Street Fair in the LES, Grand Central Fall Festival, Central Park Summerfest, Time Out New York DUMBO Arts Festival in Brooklyn, New Yorker Festival, New York City Wine & Food Festival, and many more.
Not only did UNIQLO Tweet and update their Facebook statuses with location and activity of the pop-up cubes, an extensive microsite was made to show where people can find the exact locations of the pop-up cubes all around the city. With the advent of photo & location app - Instagram, photos of the UNIQLO pop-up spread virally. Aside from checking in via Instagram, Foursquare was an option for visitors as well.
