Uniqlo, usually sells through warehouse outlets - functional shed-like spaces in the suburbs. Ginza demands a warmer, more differentiated treatment. Each floor displays different products for distinct target markets, and are distinguished by colour - from gallery-white on the entry level for sharp promotions and campaigns, through magnolia and cinnamon, to deep chocolate at casual menswear. We also devised a flexible, modular display and rack system, comprising a "pergola" element and stackable "low tables". These bring a sense of domestic scale and comfort to the Ginza glitz.
Sales have been four times higher than expected. Need we say more?