Uniqlo partners with Tate Modern and NTS for cultural events

The store rebrand will be supported by a new creative campaign
The store rebrand will be supported by a new creative campaign

Retailer Uniqlo has today (10 March) announced plans to turn its flagship store in London into a 'cultural hub' that will host monthly events, as well as new tie-ins with the Tate Modern and NTS Radio.

The store on 311 Oxford Street will host events each month in partnership with the London-based internet radio station. Planned experiences for the coming months include a summer barbeque on the rooftop, a talk from from Olympic gold medal-winner Victoria Pendleton and a morning yoga class with healthy lifestyle guru Madeleine Shaw.

Additionally, Uniqlo’s new partnership with the Tate Modern will see the retailer become the official sponsor of a new live series at the gallery, dubbed Uniqlo Fridays. These late night events will take place on the first Friday of every month starting in October.

Tate Modern will also curate quarterly events for Uniqlo’s 311 Oxford Street store.

The relaunch will be celebrated with a creative campaign - This Way to Utopia. Devised by new agency Faster Horses, the initiative will comprise a two and a half-minute long TV ad and out-of-home takeover of Oxford Street and Oxford Circus Underground station.

John Jay, creative president of Uniqlo’s owner, Fast Retailing, said: "London is a very important market for any global retail business. It is the most diverse city in the world which makes it a creative and cultural utopia and we want to celebrate this and be part of it."

More on retail: TRO reveals plans for specialist retail division

H&M transforms showroom into The Hub for Fashion Week

Intu celebrates new season fashion with immersive garden installation

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