XXL Space Invader Origami Santas for UNIQLO__PROCESS I__The Concept
Objective:
Holiday Installation for Uniqlo’s New York Soho Flagship Store
Creative Approach:
The creative challenge was to find a new approach to express this season, a time of the year with such high commercial pressure, without losing the edgy techno-human soul of the brand. How can familiar symbols be rendered in a fresh and contemporary manner?
A slightly dark sense of humor seemed to be the answer: Taking a banal icon – Santa - and giving him a twist,
…a bit “kowaii” (scary) and a bit “kawaii” (cute) at the same time…Referencing these qualities so characteristic
of Japanese mangas was one way to bring in the cool factor to the good (but old) Santa,
yet staying true to the brand’s off-beat spirit. As a way to engage and impact the space, they would become
3 to 4 meter tall (10 to 13 ft.) space-invader-like BEINGS who are here…TO STAY.
OOO
_____________________________________________________________
1. Finding the right “marriage”: Japanese brand + Space Invader + Santa = Slightly “scary/cute” icon
OOO
_____________________________________________________________
2. Integration into the space + high-impact visibility from the street
Uniqlo Soho flagship store on 546 Broadway with a 30 sq.meter (320 sq.ft) central glass display area
OOO
_____________________________________________________________
3. Concepts influenced by the ‘no-nonsense / rigorous / quirky / humanoid / off” spirit of the
brand’s visual approach
OOO
