Relaunching Malaysia's Most Iconic Store
8. Brand Experience & Activation Kancils [8.5 Best launch/relaunch]
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Links:
Product/Service:
Clothing
Client:
UNIQLO Malaysia
Brief:
In November 2023, UNIQLO Fahrenheit88 reopened its doors following a renovation that expanded floor space and introduced innovative lifestyle services, including Malaysia's first UNIQLO Coffee, RE.UNIQLO Studio and UTme! customisation. This transformation provided a unique opportunity to reaffirm our commitment to the community and revitalise our brand experience. The challenge was to recapture the excitement for the reopening of the already iconic UNIQLO Fahrenheit88.
Solution:
The vibrant relaunch of UNIQLO's space at Fahrenheit88 embraced curiosity and vibrancy with rose-tinted optimism, celebrating an enhanced shopping experience for all.
Traditionally, flowers were linked with celebrations, symbolising new beginnings and shared experiences. Drawing on this rich symbolism, we incorporated unique, hand-drawn flowers into our campaign, representing the distinctive experiences we had in store.
This creative direction was developed in collaboration with renowned Malaysian artist Red Hong Yi, through the lens of her character 'The Little Red Girl.' Her distinctive design and individual flowers beautifully captured the diversity of the people, enhanced the sense of celebration, and created excitement for, and around, our refreshed space.
