Bringing UNIQLO’s London flagship store to life as a mobile-first digital experience.
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.
We simplified the user experience to the essential, refining it to it's core offering: unique products, exciting events and store information.
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.
Events and Campaigns
To promote the opening of the store we also created an innovative incentive driven campaign based on our platform Prize Media. The Unlock Utopia campaign was developed to support UNIQLO’s exciting omnichannel ‘This Way To Utopia’ initiative.
Since the site launched we have also partnered with UNIQLO to support events at the 311 store with the aim of driving digital users to their flagship retail space, including campaign’s with great Disney properties such as Marvel’s Captain America: Civil war and Star Wars™: A Rogue One Story.