Uniqlo Heattech Project 2010: Installation for New York
I love my client Uniqlo. They’ve invited me again this year to create a concept for a “branded” art installation in their flagship store in New York Soho. The goal: a high-impact installation that evokes HEAT & TECH–the 2 key points of this product line.
This year, I decided to go low-tech to express high-tech as a way to do something completely different from my last year’s installation (or was it an unconscious excuse to have a chance to build a scale model?). It was a refreshing break to think more sculpturally about simple forms that could have a strong presence through the way it engages the space & the viewer, draw attention for the store from the street, geometric yet emotional–something that changes and transforms according to the viewer’s point of view, yet effectively communicates or transmits the intended goal. Though there was no expensive lighting technology this time, the finished installation had a luminescent quality about it–a sense of light without light ! It’s titled “Aurora Borealis”.