Project: Chicago Grand Opening

We developed an experiential strategy to help launch Uniqlo’s first store in the midwest – Chicago – and created a unique experience that would speak to locals in a way that we knew no brand had before.

Using elements of surprise and delight, we designed and produced a series of train takeovers that transported passengers to another world, celebrating Uniqlo's brand culture and Japanese heritage.

On each train an atmospheric Japanese soundscape set the tone and prepared guests for a special experience. They danced alongside local street-style performers to music by a live DJ, enjoyed Japanese treats, and scored gifts ranging from Uniqlo merchandise to tickets to Tokyo.