Uniqlo NYC SoHo Store's Renovation Brings "New Tokyo" to Manhattan

The fast-fashion retailer delivers Nippon styling, ethos, and even a Japanese newsstand into its prime Broadway location.

By //Fashion 

Ten years is quite a feat for any store or brand to withstand the rigors of keeping in style, relevancy and retail, but Japanese brand Uniqlo has done it in spades–within a new international market to boot. Its first store in America–the Uniqlo SoHo NYC Flagship which opened in 2006–brought in waves of fans looking for stylish, affordable “LifeWear” that caters to all. For its 10-year anniversary, the SoHo store, according to President of Global Creative for Fast Retailing John Jay, hit the “reset button” for its prime Broadway location. “[SoHo] is the center of creativity, in so many ways, and we want to live up to that legacy. This renovation is a stamp to a new beginning,” states Jay.

And with a “reset” the store sees a renovation that while does not completely change the layout or design aesthetic for the store, the concept of the location has shifted towards ease of discovery. Across the walls you’ll find styling suggestions for both men and women that feature billboard-sized looks with the specific items surrounding it. The store now features 12 shop-in-shops; sectors that segment a specific ethos for niche and broad stylings that range from active lifestyle “Get Moving” to “Living Well” that emphasizes coziness with innerwear. Perhaps the most interesting for Uniqlo fans will be that of the “Tokyo Men” shop-in-shop, which highlights trending Tokyo styles and fashion cues, complemented by Uniqlo’s newly implemented “Tokyo Newsstand” which will now sell up-to-date Japanese books and magazines.

The three-story, 28,000 square feet of sales floor space utilizes its atmosphere to invite guests to experience the store via touch and sight, placing more importance on the experience of shopping that can’t be obtained through e-commerce sales. Jay remarks: “The brick and mortar has become more important. Touch and feel, seeing people in person, being able to greet, to have that sense of Japanese hospitality; it’s more important than ever.” With that mentality comes boutique-esque features to the renovated space; inventory placed upon convenient table tops compared to hard to reach shelves, “mood” items and furnishings to complement the shopping experience, partnership specialties that range from artistic collaborators to lifestyle product brands like Tokyobike, and more.

The store will celebrate its grand reopening on September 2. For the date, the first 1,000 customers will receive mystery gift cards and other various prizes, along with complimentary iced matcha green lattes from MatchaBar, a tweet-to-win booth that awards Uniqlo’s social media fans, and more. Preview the new store above.

Read Full Article
Photographer
Eddie Eng/HYPEBEAST
UniqloRetail

You may also like

ZARA's First NYC Flagship Store to Close
Fashion

ZARA's First NYC Flagship Store to Close

Resulting in some disputes with the fast fashion giant’s landlord.
16,245 Hypes 0 Comments
Sneakersnstuff to Open New York Store
Footwear

Sneakersnstuff to Open New York Store

Coming very soon.
4,517 Hypes 1 Comments
Here's An Exclusive Look at FAITH CONNEXION's NYC Flagship Store
Fashion

Here's An Exclusive Look at FAITH CONNEXION's NYC Flagship Store

Includes a gritty campaign video shot in Brooklyn.
2,848 Hypes 0 Comments
MUJI's Collapsible Suitcase Brings New Versatility to a Luggage Staple
Design

MUJI's Collapsible Suitcase Brings New Versatility to a Luggage Staple

Another innovation from the masters of minimalism.
8,023 Hypes 4 Comments
REIGN & Samsung's New NYC Concept Shop to Stock Rick Owens, UNDERCOVER & More
Fashion

REIGN & Samsung's New NYC Concept Shop to Stock Rick Owens, UNDERCOVER & More

In the heart of the city’s Meatpacking neighborhood.
3,965 Hypes 0 Comments
A Look Inside HUMAN MADE's New Tokyo Flagship, "OFFLINE STORE" by NIGO®
Fashion

A Look Inside HUMAN MADE's New Tokyo Flagship, "OFFLINE STORE" by NIGO®

Repurposing an old medical clinic.
6,254 Hypes 8 Comments


What to Read Next

adidas Relaunches the 83-C Sportswear Collection in New Short Film "Saturday Night & Sunday Morning"
Fashion

adidas Relaunches the 83-C Sportswear Collection in New Short Film "Saturday Night & Sunday Morning"

Alongside two exclusive colorways of the Jeans MkII silhouette for Scotts Menswear.
7,647 Hypes 0 Comments

Metro Boomin Promises New Album Won't Be Exclusive to Just One Streaming Service
Music 

Metro Boomin Promises New Album Won't Be Exclusive to Just One Streaming Service

“This streaming war shit is so sus with all the exclusivity bullshit.”
27 Hypes 0 Comments

Gaslamp Killer Honors Great Grandmother on "Haleva"
Music 

Gaslamp Killer Honors Great Grandmother on "Haleva"

Off his forthcoming album.
31 Hypes 0 Comments


M.I.A. Drops Zayn Malik Collab "Freedun"
Music

M.I.A. Drops Zayn Malik Collab "Freedun"

M.I.A. drops one of the most highly anticipated cuts off of ‘AIM.’
2,269 Hypes 0 Comments

A Look Inside the Wonderwall-Designed AMBUSH WORKSHOP
Fashion

A Look Inside the Wonderwall-Designed AMBUSH WORKSHOP

Verbal and Yoon set up shop in Shibuya.
2,734 Hypes 0 Comments

Watch Vince Staples’ 'Prima Donna' Short Film (NSFW)
Music 

Watch Vince Staples’ 'Prima Donna' Short Film (NSFW)

Vince Staples takes fans on a hallucinatory journey.
128 Hypes 0 Comments

More ▾