Uniqlo USA has reopened its revamped Broadway Street global flagship store in New York’s Soho. Launched in 2006, the store has as its new theme “A New Tokyo in Soho”, connecting the brand’s Japanese origins with the historic Soho neighborhood through local partnerships. Its remodelled sales floor features 12 new shops-in-shop, each with a specific focus on Uniqlo innovations in fabrics, designs and technologies. “The new store highlights the ‘everyday miracles’
we aim to continue to provide our customers – products and innovations to improve people’s lives,” says Uniqlo USA CEO Hiroshi Taki. The 28,000 sqft (2600 sqm) store covers three storeys.
Highlights of the shop-in-shop concept include:
• Ready-to-wear: Knits, featuring merino wool.
• Get Moving: Performance technology like Blocktech coats and Dry Sweat activewear, plus bicycles by Tokyobike to add atmosphere.
• Design Studio: Women’s flannel shirts, merino sweaters and wool outerwear displayed amid measuring tapes and a vintage sewing machine.
• Supima Perfection: Fine cotton T-shirts alongside traditional Japanese tea-ceremony tools to invoke the ethos of simple made better.
• Living Well: Innerwear items and fluffy fleece displayed with candles.
• Tokyo Newsstand: The latest of Japanese fashion, lifestyle and design with more than 60 magazine titles (men’s fashion magazine Popeye is one of the feature publications).
The store’s re-opening has been recognised with special promotions and discounts, and the first 25,000 customers each receive a limited-edition commemoration Uniqlo Pintrill pin. Local restaurants and bars have also been involved in opening activities.
