Breathable branding

28.03.2017 Uniqlo : Branding : Singapore
Airism by Uniqlo and Machineast, Singapore

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.

The Big Picture

By using visuals that elicit sensations, brands are finding new ways to market their products through multisensory expression. For more, see our Visual ASMR microtrend.

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