Monday, October 24, 2011

Uniqlo's Happy Machine


As part of the Regent Street relaunch, Uniqlo have added some interesting little features to attract talkability and repeat visit in their newly refurbished store.

Not at least of which includes the ‘happy machine' which appears in the middle of the Uniqlo store.



Shoppers are confronted by a structure mounted on a low, varnished wooden plinth. It is, principally, a transparent column in the shape of a cross. Each arm of the cross is divided into three, vertically, with a different style in each section. What marks out what the ‘happy machine’ offers is the astonishingly low price of the garments that it contains. Different styles are timed to be dispensed at various points throughout the day – providing a reason for multiple visits, if you happen to be close to the store during opening hours.

As a tempter, a piece of retail design and a fresh idea, this is pretty good and it has the additional merit of potentially getting people talking about Uniqlo, which should also be the objective of any promotional vehicle.

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