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Uniqlo partners with Tate Modern as part of global store relaunch campaign

Uniqlo has today (10 March) rolled out a relaunch campaign for its flagship store and voiced ambitions for the Oxford Street shop to become a 'cultural hub' through a partnership with Tate Modern and NTS Radio.

The campaign, called 'This Way to Utopia', celebrates the vibrant cultural scene in London. It was conceived and produced by Faster Horses, a creative partnership founded by creative directors Sam Walker and Joe De Souza, and will include a roadblock TV ad and Oxford Street takeover.

The TV advertisement will air on 13 March, taking over a two-and-a-half minute break during Indian Summer on Channel 4.

The film features some of the UK’s best young contemporary dancers, shot against unexpected locations around London, such as a football pitch.

Meanwhile, the OOH campaign, shot by Rankin, will feature six cultural ambassadors, chosen by Uniqlo to reflect the creativity, positivity and diversity of London in 2016. They include Hana Tajima, a Muslim designer/visual artist and blogger, Munroe Bergdorf, a transgender model/activist and DJ and London-based photographer and model Cate Underwood.

It will run the length of Oxford Street and include a takeover of Oxford Circus underground station.

The Tate Modern partnership will see Uniqlo become the official sponsor of the Tate Modern’s re-launch weekend in June and will also be the sponsor of a new Tate Modern event called ‘Uniqlo Fridays’, a series of late night events at the Tate Modern on the first Friday of every month starting in October.

As well as the sponsorship, the Tate Modern will be curating quarterly events in the 311 Oxford Street store.

Sam Walker of Faster Horses said of the campaign: "It’s exciting to work on a great brand that’s not afraid to keep moving, evolving and challenging perceptions."

Additionally, the store at 311 Oxford Street will also host monthly events in partnership with East London-based internet radio station NTS, including a summer barbecue on the rooftop.

Other monthly cultural events will include a talk from Olympic gold medal-winner Victoria Pendleton, and a yoga morning with Madeleine Shaw, both in April.

Natalie Mortimer

Natalie is The Drum's fashion, design, luxury and food & drink reporter.

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