UNIQLO outdoor dressing room

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Future Lions 2010 Submission
Art Director: Hong Huazheng
Copywriter: Emir Shafri
Strategic Planning: Victoria Wong

Published in: Technology
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UNIQLO outdoor dressing room

  1. 1. Uniqlo Outdoor Dressing Room
  2. 2. Uniqlo is poorly located in ION Orchard, an upscale Challenge mall with stores like Harry Winston. How can we get Singaporean youths aware of Uniqlo’s opening?
  3. 3. Consumer Insights  Most  young  Singaporeans  use  public  transporta3on  to  get  around   (Singapore  Census  Bureau)
  4. 4. Consumer Insights  Social networks are extremely popular to youths in Singapore (for instance, 1.65 million Singaporeans use Facebook)
  5. 5. Consumer Insights  87% of people trust the opinions of their friends (Nielsen Online Global Consumer Study – April 2007)
  6. 6. What if instead of going over to a clothing store, you could bring the clothing store to you? And get your friends’ opinions on how the clothes look on you without them having even to leave their rooms?
  7. 7. Solution The Uniqlo Outdoor Dressing Room Medium • A video-enabled interactive outdoor installation leveraging on Augmented Reality. • Located at bus-stops and MRT stations near youth centric hangouts. What it Really Is An  interac*ve  outdoor  installa*on  that  allows  you  to  try  on  the  latest   Uniqlo  styles,  to  encourage  the  you  to  visit  the  new  UNIQLO  store.  If  we   cannot  bring  Rachel  to  the  store,  we  will  bring  the  store  to  Rachel.
  8. 8. The Execution When idle, the installation flashes the latest styles from UNIQLO. Screen elements light up as people pass by, to compel passerby to come forward.
  9. 9. The Execution When a person comes forward, they are invited to select styles to try out from UNIQLO’s latest collection. Using augmented reality, the selected clothes are superimposed on their image. This allows them to try the clothes without having to even walk into the store.
  10. 10. The Execution Users save their favorite styles by entering their mobile phone number. Users retrieve the shots directly via their mobile phone browser, or via a URL sent to them on SMS using the provided 5 digit code provided.
  11. 11. The Execution Users are given the option to share their pictures on their social networks, to solicit opinions of their friends on which clothes work best on them (thus allowing UNIQLO to leverage on social proof).
  12. 12. Uniqlo Outdoor Dressing Room

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