Uniqlo Oxford St remodel complete

Uniqlo Oxford St, the London flagship of the Japanese fast fashion brand, will reopen on March 18, after an extensive refit.

One of the brand’s global flagships, Uniqlo Oxford St originally opened back in 2007 at No 311, six years after Uniqlo made its UK debut. In its new guise, the store will showcase the group’s LifeWear concept as well as pay tribute to London’s rich culture.

“We wish to celebrate the special connection we feel with London,” says Global Creative fast-retailing president John Jay. “We believe that our new campaign, ‘This Way to Utopia’, and campaign ambassadors showcase this in the best way possible.”

The completely renovated sales floors at Uniqlo Oxford St span five layers, covering 2240 sqm altogether. A highlight is the Uniqlo WearHouse London, a special area on the third and fourth floors where customers can immerse themselves in the LifeWear concept, which aims to enhance individual lifestyles by delivering quality clothing that is functional in design and versatile to wear.

These special floors will feature core seasonal styles along with items – also for sale – that capture London lifestyles.

Cultural events will be held at the store throughout the year to celebrate London’s art and music scenes.

Another new attraction at the store is a roof terrace overlooking central London. There will be public events in this space throughout the year that combine Uniqlo with local culture.

To mark the reopening of the store, Uniqlo is collaborating with local partners. The Liberty London spring/summer collection makes its global debut on March 18. It is a collaboration line with Liberty, a London store known for its floral prints since being founded more than 140 years ago.

For the first time in the UK, the Uniqlo X Hana Tajima collection of modest wear will have its UK launch at the flagship store. Hana Tajima, a UK-born fashion designer and blogger, mixes her styles with Uniqlo’s LifeWear concept to create a collaboration line that has already launched in Southeast Asia and the US.

A new partnership with Tate Modern Museum will include regular events at the store curated by the museum. In addition, Uniqlo will be the official sponsor of the Tate Modern’s relaunch weekend in June, as well as a new attraction at the museum, Uniqlo Fridays, a series of late-night events starting in October.

The talents of six leading Londoners from the art, fashion and music scenes will be featured in the “This Way to Utopia” reopening campaign.