UNIQLO NYC NOW by MOUNT, Mount inc. for Uniqlo

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UNIQLO NYC NOW

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Industry Retail, Distribution & Rental companies, Apparel & Accessories Stores
Media Digital, Interactive & Mobile, Design & Branding
Market Japan
Agency MOUNT
Designer Jeong-Ho Im
Producer Yuichi Hagiwara
Agency Mount inc.
Released June 2011

Awards

One Show 2012
One Show Interactive Online Films & Video / Video Remixes/Mashups - Single Merit

Credits & Description

Category: Online Digital Design
Advertiser: UNIQLO
Product/Service: UNIQLO NY STORE OPENINGS
Agency: MOUNT
Creative Director: Jeong-Ho Im (Mount)
Art Director: Jeong-Ho Im (Mount)
Designer: Jeong-Ho Im (Mount)
Planner: Jeong-Ho Im (Mount)
Technical Director: Takeshiro Umetsu (Mount)
Planner: Takeshiro Umetsu (Mount)
Flash Developer: Takeshiro Umetsu (Mount)
Producer: Yuichi Hagiwara (Mount)
Project Manager: Yuichi Hagiwara (Mount)
Programmer: Hidekazu Hayashi (Mount)
Assistant Designer: Hiroka Hasegawa (Mount)
Movie Producer: Masanobu Nagakura (Tangram Co.)
Movie Director: Takayuki Akachi (Tangram Co.)
Cinematographer: Takayuki Akachi (Tangram Co.)
Movie Editor: Kazunari Tanaka
Movie Editor: Moemi Gouda (Tangram Co.)
Production Assistant: Akiko Takahashi (Tangram Co.)
Sound Designer: Suguru Yamaguchi (Manual Of Errors Artists)
Programmer: Hiroki Hirano (Iret)
Programmer: Sanae Mochizuki (Iret)
Media placement: Upload - Website - August 2011
Describe the brief from the client
In October 2011 UNIQLO’s global flagship store on Fifth Avenue and UNIQLO’s New York store on 34th Street both opened.
The purpose of this project is to inform people of UNIQLO's presence in NYC and to increase their anticipation for the stores’ opening.
Describe the challenges and key objectives
For the opening of UNIQLO’s global flagship store, we sent a filmmaker to NYC in August to shoot day-to-day footage of life in the city. His footage showed that the advertisement of UNIQLO was gradually increasing traffic to the NYC stores every day. He stayed for 90 days, filming more than 4,600 cuts, out of which close to 1000 were uploaded to the daily-updated website. ‘NYC Now’ was then adopted as a word to represent UNIQLO’s spread all over the city through a variety of real-time information uploaded daily along a timeline on our website.
Describe how you arrived at the final design
At the launch of the new stores, the final edit of the film was finalised using all the footage shot over 90 days. Our website was revamped at the same time. The new website now publicises UNIQLO’s strong presence in NYC with 3 stores (including our 2 new ones) plotted on an illustrated map of the city, along with all archived footage.
Give some indication of how successful the outcome was in the market
The website, which informed people of UNIQLO's presence in NYC and increased their anticipation for the opening of the stores, has been receiving a tremendous amount of visitors.