Arts ’n’ commerce

London – Retailer Uniqlo has announced the relaunch of its global flagship store with a film celebrating contemporary dance in the capital.

• The film shows contemporary dancers in locations that capture the essence of London’s cultural scene
• The relaunch is aimed at attracting a younger, more culturally engaged audience, while celebrating the brand’s connection with the capital

Flagship stores, as the name suggests, are an opportunity for brands to show off. From Burberry’s technology-infused Regent Street store to Samsung’s cultural hub 837 in New York, which doesn’t stock any products, retailers are beginning to understand the value of experience over the bottom line when it comes to attracting Millennials.

This Way to Utopia, developed by agency Faster Horses, is a signal of intent from Uniqlo that will use its prime London location to celebrate the arts. The retailer is joining forces with Tate Modern and NTS Radio on a series of forthcoming initiatives, yet to be announced.

At the forefront of the campaign are six cultural ambassadors including Hijabista Hana Tajima, whose LifeWear range will now be available in the UK, songwriter and producer Skepta, and film-maker Sean Frank.