The Uniqlo sister brand celebrates its Soho debut with a four-day event blending Tokyo and New York cultures.
Japanese fashion brand GU, the sister company to Uniqlo, is expanding into the Western market with the grand opening of its flagship store at 528 Broadway in Soho, New York. To mark the occasion, GU is launching the omni-channel “New U” campaign, designed by YARD NYC, alongside a four-day event titled “Tokyo Meets Soho” that merges Tokyo’s distinct culture with the heart of New York.
The “New U” campaign embodies GU’s MINI edit MAX product philosophy, offering a curated selection of easy-to-mix-and-match pieces that deliver maximum style and quality at affordable prices. Ruth Bernstein, CEO of YARD NYC, highlighted the flexibility of the brand’s approach, explaining, “GU gives you the freedom to constantly reinvent yourself through style. The product philosophy offers style options that can be put together, pulled apart, mixed, and matched to create new versions of yourself.”
The “Tokyo Meets Soho” launch event plays on the intersection of these two constantly evolving cities. According to Ulrika Karlberg, Chief Creative Officer at YARD NYC, “We were inspired by the intersection of two places that constantly reinvent themselves. Our art direction combines the best of Japanese design principles and magazine culture to create a unique expression that feels both digital and analog at the same time.”
One of the event’s main attractions is “The Line,” a nod to Gen Z’s line culture. The event utilizes the app Partiful to manage RSVPs, wait times, and giveaways, blending the physical and digital experiences. The brand has also partnered with NY-based artist Shantell Martin, who has roots in Tokyo, to create a limited-edition tote bag gifted with purchases during the opening weekend.
Stephen Niedzwiecki, Creative Co-Founder of YARD NYC, underscored the role of music in the campaign, explaining how they created an original track with Human Worldwide. “We wanted to create a musical pastiche leaning heavily into dance, hip hop, and the global music scene that was happening in Tokyo and New York in the ‘90s,” he shared.
YARD NYC is overseeing all phases of the campaign, from influencer and social media marketing to in-store activations and a fully integrated digital and media push, including OOH, CTV, social media, and search. With a strategy designed to engage both physical and virtual audiences, GU’s Soho launch aims to connect with New Yorkers while bringing a taste of Tokyo to the heart of the city.
As GU debuts its flagship store in Soho, the brand is poised to offer a new kind of shopping experience, blending global influences and innovative digital engagement to introduce the brand’s distinct fashion philosophy to the Western market.
