Site Visit: Uniqlo @ Vice

When we checked it out, we were a little disappointed – all the Vice gear had been removed, including much of the artwork – to be replaced by Muji-esque clothing. It seemed like a new store all together. Also, the staff didn’t seem to be the mix of self-obsessed art-students we expect to serve us at Vice, they seemed like they came from around the corner at Armani Exchange. As we stood there several NYC hipsters walked in and stopped with a bemused look on their face.

If we were cynical, we’d maybe suggest that Uniqlo is simply hijacking Vice footfall. By hiring the Vice space for a month they get great exposure to an audience who wouldn’t normally think about setting foot in a Uniqlo store.

Vice offers edgy credibility to Uniqlo but you could go away thinking that it really is just a marketing exercise (and think, “Good ol’ Vice people, skimming the big brands for cash! Wish we thought of that!”).

Even the sign at the door seemed to be apologetic to Vice’s old customers – but don’t worry the sign insisted, “normal activities will begin once the month finishes her course.”

Other Images: 1, 2, 3, 4

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