UNIQLO x KAWS

Through PR and digital amplification, the public were teased about a secret UNIQLO x KAWS t-shirt giveaway in the week leading up to the event, and advised only 100 t-shirts from the coveted collection would be given away.

The public were welcomed with a branded UNIQLO coffee cart serving caffeine and donuts, which helped kept the crowd at bay whilst they waited for doors to open at 8.00AM.

The space inside saw a collision of the two brands – the edginess and creativity of KAWS could be seen in the graffiti-covered walls and infrastructure, whilst the clean cut black fencing displays, premium wooden coat hangers and branded coffee cups and cart made it undeniably UNIQLO.

 

 

OBJECTIVES

• Create noise and awareness around the launch of the UNIQLO x KAWS:SUMMER collection in the Australian market;

•Drive sales of the new collection;

•Activate an excitable event that attracts 100 fans.

OUTCOMES

•Created a unique and successful activation.

•Promoted the launch of the UNIQLO x KAWS collection.

•Over 100 fans in the line by 8.00AM.