So why shouldn’t the workspace design feel like the UNIQLO brand design? The new logo also includes a new typeface and a second logo in Katakana reading "ユニクロ" or "Yunikuro". In the previous post, we described the process leading to the development of design solutions that are supportive of a highly creative workforce. HLW is an integrated architecture, design, strategy & planning firm with offices in New York, New Jersey, Los Angeles, London and Shanghai serving clients around the globe. HLW won the commission to design the new UNIQLO North American headquarters after participating in an international design competition. A critical challenge for HLW was to create an office that reflects the UNIQLO brand, design and culture through a simple, yet universal, aesthetic. A variety of materials, a natural palette, and the inclusion of soft surfaces, all contribute to the office’s inviting qualities. The current logo was created by Kashiwa Sato and added a distinctly Japanese feel to the new international brand. In this last post, the third of a total of three articles focused on an in-depth discussion about the design process resulting in the new UNIQLO North American Headquarters, we will explore more conceptual themes that guided the decision-making process.A critical challenge for HLW was to create an office that reflects the UNIQLO brand… During a client engagement session, an UNIQLO representative described the culture as “minute to multi-hour meeting.”, The “highly finished elements of style,” to quote UNIQLO founder Tadashi Yanai, are to “suit your values wherever you live.”. From production to store operation, the focus is on innovation and efficiency—which is why the UNIQLO store model was an ideal inspiration for the headquarters design. On occasion, we will be highlighting the firm’s contributions to New York City’s skyline—and far, far beyond on a global stage. “I wanted to make Uniqlo a brand that represents the so-called ‘Cool Japan’ and embodies Japanese pop culture, which is why I used katakana in the logo.”. During a client engagement session, an UNIQLO representative described the culture as “minute to multi-hour meeting.”. Gives a sense of Uniqlo’s brand identity and the range of clothing available. These sessions also yielded substantial feedback on the UNIQLO organizational culture and brand, business values and objectives, workplace and individual performance, and employee connection to the company. Initiated by the HLW Discovery process and implemented throughout all project stages, this “roadmap” enabled the designers to carry key ideas into a diverse workplace program. JetBlue has a reputation as an egalitarian brand, which is quite unusual when you consider the conventional business behind cultivating an environment of exclusivity around flying. All rights reserved. Logos "must be simple and direct" leading Japanese designer Kashiwa Sato told the Brainstorm Design conference in Singapore. , we described the process leading to the development of design solutions that are supportive of a highly creative workforce. FORTUNE may receive compensation for some links to products and services on this website. Market data provided by Interactive Data. Through extensive employee interviewing, visioning sessions, focus group discussions, and more, we learned what it means to strike an ideal balance between cost, value and quality—in other words, to have Jet-i-tude. But, then, there is nothing conventional about the self-appointed “value airline” and its mission to “bring humanity back to air travel.” HLW worked closely with JetBlue to create a new home, a headquarters facility consistent with the company’s core business philosophy and practices. This year, HLW is celebrating its 130th year of continuous practice. Unique Clothing Warehouse opened in Ube, Yamaguchi in 1984. Wall and floor finishes, fabrics, and surfaces throughout the office are demonstrative of cutting-edge design and technology, consistent with the client’s use of innovative textiles for clothing. In short, Uniqlo currently has a wide and varied marketing communications mix, and a lot has been done below-the-line to engage … Jennifer joined the HLW interiors group in 2007. The project involved the conversion of an existing 21,000-RSF SoHo loft space in New York City into a corporate office for the Tokyo-based international fashion retailer. The identification of several guiding ideas ensured that the design would maintain cultural consistency with our client’s organization, mission and business objectives. Specifically, how the existing retail strategy was transferred to various workplace trends is described in this post. A critical challenge for HLW and the project team was to create an office that reflects the UNIQLO brand, design and culture through a simple, yet universal, aesthetic. UNIQLO successfully differentiates itself from other companies by developing unique products. “The primary design challenge was to create an office that reflects the culture and brand through a simple, yet universal, aesthetic,” said Bishop. According to project designer Matt Bishop, this was an opportunity to make this unique brand come to life in the workplace as it exists in the UNIQLO stores. UNIQLO successfully differentiates itself from other companies by developing unique products. Offers may be subject to change without notice. From production to store operation, the focus is on innovation and efficiency—which is why the, UNIQLO describes its clothing as “simple and essential yet universal, so people can freely combine them in their own unique style.”, In response, we developed highly flexible design solutions and a primarily open plan, all of which enable people to adapt, combine, and modify space to support different working styles. ETF and Mutual Fund data provided by Morningstar, Inc. Dow Jones Terms & Conditions: http://www.djindexes.com/mdsidx/html/tandc/indexestandcs.html. In the process however, the registry office misinterpreted the 'C' as a 'Q'. Use of this site constitutes acceptance of our Terms of Use and Privacy Policy | CA Notice at Collection and Privacy Notice | Do Not Sell My Personal Information | Ad Choices  S&P Index data is the property of Chicago Mercantile Exchange Inc. and its licensors. HLW’s inspiration for a crisp, clean office space originated from the UNIQLO stores. In this last post, the third of a total of three articles focused on an in-depth discussion about the design process resulting in the new UNIQLO North American Headquarters, we will explore more conceptual themes that guided the decision-making process. https://logos.fandom.com/wiki/Uniqlo?oldid=1672223. According to project designer, Designing UNIQLO’s North American Headquarters, We learned that it is important to UNIQLO to be perceived as a global company actively engaged in shaping the fashion retail industry. In fact, U.S. taxpayers are footing the bill, CA Notice at Collection and Privacy Notice, http://www.djindexes.com/mdsidx/html/tandc/indexestandcs.html. The “highly finished elements of style,” to quote UNIQLO founder Tadashi Yanai, are to “suit your values wherever you live.”2 HLW interpreted this sentiment as a clear directive to avoid trendy solutions, concentrating instead on the global innovations that have made the UNIQLO brand an international leader in style and quality. More recently, she worked in-house at a large financial services company providing design services for 250 branches. Rather than inform the office of their mistake, they embraced their unexpected new identity and pressed on with the rebranding effort in 1991. UNIQLO: Brand… Powered and implemented by Interactive Data Managed Solutions. Here’s what data from betting sites suggests, Trump claims at debate that China is paying for farm subsidies. All Rights Reserved. The strategic use of color and texture contributes to the seamless, integrated space, one that feels warm, while still being sleek and contemporary. So why shouldn’t the workspace design feel like the UNIQLO brand design? Today, we bring you a story of innovation that is over a century in the making. © 2020 Fortune Media IP Limited. HLW Designs UNIQLO Space. Initiated by the HLW Discovery process and implemented throughout all project stages, this “roadmap” enabled the designers to carry key ideas into a diverse workplace program. Take your favorite fandoms with you and never miss a beat. It was the second retail outlet created by Ogori Shōji (now Fast Retailing) who previously operated a male-oriented store called Men's Shop OS … Part of the process was to change their name to 'Uniclo'; a contraction of the words "unique" and "clothing". The colour went from a wine red to a shade matching that of the Japanese flag. FORTUNE is a trademark of Fortune Media IP Limited, registered in the U.S. and other countries. It was the second retail outlet created by Ogori Shōji (now Fast Retailing) who previously operated a male-oriented store called Men's Shop OS and wanted to make a new outlet to cater to a broader audience. Specifically, how the existing retail strategy was transferred to various, 130 Years of Innovation: Projects from our Archives, Colette Taber, Kimberly Sacramone, Jennifer Haney, Ed Shim, John Mack, Beth Turomsha, Suraj Bhatia, Richard Brennan, Carolina Abrao, Heather Hernandez, Alvin Taber, David Gordon, Tinting Yu, Balazs Morvay, Kevin Doherty, Edwin Sanabria, Currie Gardner, Oscar Segal. Early in the design process, we conducted visioning sessions to gather qualitative information about the project. In this three-part series of posts focused on the UNIQLO North American Headquarters, we will explore the design challenges involved in translating the brand strategies employed in a retail environment into a workplace setting. Much emphasis was placed on collaborative workspace, including increased conferencing capabilities and touchdown areas to accommodate the approximately 100 people based in the office, as well as visiting teams from the company’s global offices. We learned that it is important to UNIQLO to be perceived as a global company actively engaged in shaping the fashion retail industry.

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