311 Store Header

Flagship 311 Oxford Street Store Website

  • Uniqlo

Bringing UNIQLO’s London flagship store to life as a mobile-first digital experience.

Project Objectives



UNIQLO were keen to build the foundations of a community around their newly refurbished 311 Oxford Street store by offering customers the chance to attend exclusive and open-to-all events. In addition to this, they wanted to introduce customers to their regular newsletter, by offering them an opportunity to get on the mailing list at a number of touch points.

We were tasked with building excitement and driving visits to the new flagship store online, serving key information on products & hero / seasonal ranges, promoting the handy click and collect and alteration services and providing event listings for all-year round happenings in their unique loft-style 3rd and 4th floor spaces.

Provided Services

311 Mobile In Situ
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311 Mobile

Mobile and user experience

We closely aligned our approach to the look and feel of the site design with that of the retail environment that Uniqlo created, taking the individual elements used within the design translating them for digital use and building upon them. We took inspiration from even the tiniest details, like the coloured tiles used in the Kids department and wove this into the narrative of the kids pages within the site.

We simplified the user experience down to the essential elements, refining it to it's core offering: unique products, exciting events and store information. Each section has a clear single action approach that lead the content strategy and information architecture.

A common criticism of mobile design is that it can sometimes feel very blocky and to avoid this we introduced colourful angled lines to divide the content, creating definition between the sections whilst  keeping the spirit of UNIQLO's dynamic brand.

311 App Mobile