Uniqlo
Covent Garden
Store Launch
After an exciting pitching process earlier this year, we recently teamed up with UNIQLO and its in-house and partner teams to launch its impressive new store in the heart of Covent Garden, London. It was a retail store launch requiring a multi-pronged approach.
By bringing together Canoe’s Production and PR teams, we devised hardworking, engaging and appropriate solutions to the brief. That brief included a request to integrate UNIQLO’s Japanese roots within its new home in Covent Garden.
Covent Garden is an area with a rich history in creativity and performance, therefore we took cues from key local cultural and historical touchpoints to complement the launch moments. From the world-famous Royal Opera Hall and Flower Market legacy to the unmissable street performers, we found a blend of tactics to help the two share the stage through a combination of experiential and educational.
Prior to the consumer opening, we had a two-day window to maximise the box-fresh store. Canoe’s dedicated PR team for this project engaged with 61 media and influencers to get them into the store for private first-look store tours. It’s a unique store and one that it was beneficial to witness without the swarms of the general public expected on opening day.
Furthermore, select media were offered the opportunity to conduct interviews with key stakeholders, Taku Morikawa, UNIQLO EU CEO, Alessandro Dudech, UK COO and Kosuke Kawamura, UT Creative Director – this rare access bolsters the retail marketing tact to bring personality and deeper insight into the subsequent coverage.
And that’s exactly what it did, with a breadth of supporting coverage delivered across conventional media and social media. It not only put UNIQLO in the spotlight and headlines but served to differentiate this special new store – which also features a Japanese tea room and a 1,200-square-foot Theory store – from others in the London area.
On the evening of April 26th, we orchestrated an Opening Party welcoming over 330 guests composed of media, industry tastemakers and friends of UNIQLO. This is where we deployed much of the cultural crossover moments in the form of activities and entertainment.
On the evening of April 26th, we orchestrated an Opening Party welcoming over 330 guests composed of media, industry tastemakers and friends of UNIQLO. This is where we deployed much of the cultural crossover moments in the form of activities and entertainment.
A manga portrait artist illustrated guests, whilst elsewhere a live opera singer paid tribute to Covent Garden’s Royal Opera Hall serenading onlookers from the grand stairway. A taste of Japan came to central London via a traditional Sake barrel breaking ceremony which accompanied the welcome speeches.
A manga portrait artist illustrated guests, whilst elsewhere a live opera singer paid tribute to Covent Garden’s Royal Opera Hall serenading onlookers from the grand stairway. A taste of Japan came to central London via a traditional Sake barrel breaking ceremony which accompanied the welcome speeches. The evening was kept lively with a DJ, Japanese-inspired food and an offering of fantastic cocktails, Sake and beer from our sponsor Asahi.
In other designated areas of the store, the entertainment continued with a gif photo booth and UTme! T-shirt customisation. This all added to a great atmosphere which translated into an extensive return of social media coverage.
On the morning of April 27th, we reconvened outside the store for the official ribbon-cutting ceremony. The authentic Taiko drummer’s percussion kept the waiting queues in high spirits and concluded a thoroughly enjoyable and rewarding project. It was also a great example of a successful collaboration between brand, agencies and suppliers.
Overview:
Uniqlo
Service:
Production
Talent management
Store Launch