This coming National Day, UNIQLO celebrates Hawker Culture this National Day through a series of in-store, family-friendly hawker-related experiences!
Committed to harnessing the power of clothing and giving back to the community, UNIQLO has teamed up with HawkerHeroes.sg to distribute 14,000 AIRism mask packs to our local hawkers from June onwards. Other in-store initiatives that shoppers can look forward to include an AR mural and exhibition displays across UNIQLO Town stores, and a new UTme! collection.
1. Distinctive Showcases
Continuing its efforts to celebrate the hawker culture, which is a local pride, UNIQLO will be offering different in-store experiences across UNIQLO Town, comprising its stores at Plaza Singapura, ION Orchard and its flagship at Orchard Central.
To educate the masses on hawker culture and encourage sustainable practices, each UNIQLO Town store will sport a distinctive showcase. The stores at Plaza Singapura and Orchard Central will kickstart a series of pop-up showcases at its Sustainability Corners. Held in partnership with Zero Waste SG, the showcase at Plaza Singapura will display common types of disposables and their reusable alternatives, to encourage shoppers to bring their own reusables when doing takeaways. To reflect UNIQLO’s commitment to sustainable stewardship of valuable resources through its business, the showcase at Orchard Central highlights UNIQLO’s efforts in reducing single-use plastic by phasing out plastic shopping bags and introducing eco-bags.
In addition, Orchard Central will have a showcase highlighting interesting facts about Hawker Culture. As UNIQLO’s global flagship store is known to showcase the brand’s full assortment of LifeWear, the showcase will also highlight how AIRism technology provides maximum comfort in warm environments like hawker centres.
2. Hawker-Inspired Augmented Reality (AR) Mural
Families can have some colourful fun with a vibrant hawker-inspired AR mural at ION Orchard done up by local artist 8EyedSpud and MeshMinds.
In this creative intersection between art and Augmented Reality (AR) technology, customers can unlock interactive experiences about hawker culture via “creative prompts” that appear upon pointing their mobile screens at the mural. Shoppers can further engage with the wall mural by unlocking an interactive face filter on Instagram after scanning the AR mural. These filters allow users to take selfies with their favourite hawker art, further immersing them in the hawker experience. Finally, the AR experience will be complete when customers also access the background melody - a mix of a groovy, upbeat tune with the clinking of woks and kitchenware. This momentarily transports customers to the familiar environment of the hawker centre and brings it to life.
3. UTme! T-shirt Customisation Service
Photo Credits: UNIQLO Singapore
Wear your and/or your family’s favourite hawker dish on your sleeves!
The UTme! T-shirt customisation service at Orchard Central offers added personalisation, encouraging all to freely express themselves and their admiration for our local food. This customisation service will also allow shoppers to create one-of-a-kind designs by printing elements of the mural on UNIQLO’s iconic T-shirts.
