June 16, 2006

Site Visit: Uniqlo Broadway

We at IF!/PSFK have long been following the ‘Pop up’ store phenomemon. Uniqlo has taken an interesting strategy in using a pop up location to both build brand presence and also become the foundation for dedicated retail locations. Though the Lafayette location was short lived, the Greene Street location that opened last fall for the Christmas season(and is still in fact open) did really well.The really smart thing that Uniqlo did was to evolve the pop up idea into a program similar to a beta test. The next phase of that test opened yesterday on the corner of Broadway and Broome, just two blocks from the Greene street location. IF! stopped in and here’s what we learned.