Breathable branding

Singapore – Machineast has developed an audio-visual project for Uniqlo Singapore focusing on the brand’s AIRism fibre.

• AIRism is a Japanese fibre technology that enables clothes to be more breathable and dry faster
• The project was on display at SingaPlural 2017 and delivered as an immersive 10-minute video

The approach was created as part of SingaPlural 2017, an annual design festival held in Singapore. The theme for the festival was Stories: A New Perspective.

Machineast’s film deconstructed the innovative attributes of AIRism and presented them in a visual art form. Five attributes are explored – Heat Release, Smooth Texture, Cool to the Touch, Breathable and Stretch Comfort – and each is given a visual identity, which the viewer is invited to find in a soothing film dedicated to each attribute.

‘There are five mini-visual treats which we wanted to let the audience observe, and try to see if they could find the specific objects in each piece,’ explains a statement from Machineast.