Uniqlo Tate Lates at 311 Oxford Street
The Tate Modern has collaborated with Japanese fashion brand Uniqlo for Uniqlo Tate Lates, a series of events that kicked off in 2016 and runs throughout 2017. The special late night offerings are an opportunity to see the latest exhibitions and displays, hear music from emerging DJs, watch independent films by artists and enjoy various other interactive activations at Uniqlo’s flagship Oxford Street store in London.
Uniqlo’s flagship 311 Oxford Street store held a special Uniqlo Tate Late pre event with Live Art collaboration Hunt and Darton, plus tunes from NTS Radio. Part of the store’s interactive happening included our social media photo pod – personalised to keep in theme with Uniqlo’s 311 flagship and the Uniqlo Tate Lates event.
Wear Your Words
The event encouraged visitors to turn their positive statement into DIY wearable accessories with Hunt & Darton and their low-fi badge making machine. Jenny Hunt and Holly Darton are both from a Fine Art background and work across mediums with a sculptural approach performance, choreographing words and movement in a sensory way and setting up alternative spaces and installations to perform within. Their work is a shared celebration of their life and the anxieties surrounding everyday obstacles that particularly women in Britain have to endure day to day. Their work has been described as deadpan, absurd and often collapsing into humour.
The photo pod’ sleek, simple, open-air design has revolutionised photo opportunities in retail stores. A photo booth can help improve a retailers presence online and maximise exposure surrounding a current campaign or new collection on social media. Pods also provide an incentive to shoppers by encouraging them to print and share their photos instantly The event follows a pre Uniqlo Tate Late event in February and a previous experiential campaign for the brand’s collaboration with Lego for the launch of their kids UT collection at the beginning of 2016.
The event is in association with Uniqlo LifeWear – a collection that has been designed to be of the time and for the time. The apparel comes from the Japanese values of simplicity, quality and longevity. LifeWear is a celebration of individual style and modern elegance. LifeWear is clothing that is constantly being innovated, bringing more warmth, more lightness, better design, and better comfort to people’s lives.