Uniqlo's website is the marriage of all things beautiful - a powerful brand, hypnotic performance art, clever motion graphics and stunning architecture. Try watching this when it's daytime in Tokyo, otherwise, you'll just be staring at women with great haircuts sleeping. The Uniqlock has a great 24/7 twist to it.
Directed by one of Japan's top creative directors, Kashiwa Sato, the repositioning efforts, which began over a year ago, have tried to capture pride in Japanese design: all that is "logical, clean and high quality." Another word used to describe the brand is ultra-rational, a theme that carries through with mind-blowing rigor across the multitude of touchpoints that influence how consumers consider Uniqlo's brand.
Sometimes I think that brands are so over. With companies acknowledging that top-down, highly crafted brands are becoming obsolete and irrelevant in light of brands/experiences created for the people by the people. Just take a look at the Gilly Hicks brand (a new prototype from Abercrombie and Fitch, based on the life of a fictional Australian girl character. Really?).
Then something like this makes me question everything. There's still a space for skillfully executed experience design. Especially when all the elements of experience, including interaction design, product design, branding and architecture, play so nicely together and you're not sure where one stops and the other begins.
Can you name that building, by the way?
Impressive blog! -Arron
Posted by: rc helicopter reviews | December 21, 2011 at 03:02 AM