Kendu and

Innovation & elegance in the Catalan Capital

The challenge

Uniqlo, the Japanese fashion brand belonging to the Fast Retailing group, with more than 1,800 shops in 18 countries, planned its strategic expansion to Spain at the end of 2017. Barcelona was the city of choice to introduce the brand, making its debut on the Paseo de Gracia. The stiff competition presented by international fashion brands in close vicinity, as well as having to clearly demonstrate its values and point of differentiation in the new market, posed great challenges for Uniqlo. Every detail within the shop had to be directed towards overcoming it.     

The solution

To present its new collections, Uniqlo opted for an art nouveau palace full of stained glasss of more than 1730 square metres distributed between 4 floors. As a nod to the local surroundings, they maintained some architectural features of the nineteenth century bourgeois and combined it with elements of modern Japanese style, with the aim of bringing their customers closer to Tokyo. Inside, staying faithful to the minimalist and functional Japanese aesthetic of their stores, they installed large light boxes of up to 4 metres with textiles in both white and printed designs, placed on the ceiling as well as recessed in strategic locations throughout the store.

The result

The Catalan flagship of the Japanese group is without doubt a showcase of modernity, innovation and minimalism, completely in line with the global image of the brand. What’s more, the combination of neutral light with intensely coloured zones guides the customer through the 4 floors and makes a show-stopping tour through the Gracia store. Much of the success of Barcelona will inspire new opportunities in Madrid. We’ll keep you posted.