Expanding to Australia 20

The arrival of a new global fashion brand to Australia’s retail market was exciting, and we had the privilege of giving it the white glove treatment.

A powerful brand presence

From one store in Hiroshima, Japan in 1984, Uniqlo has grown to more than 1,300 stores in 15 countries.

This success story has landed in Australia with a powerful brand presence. The name comes from the words ‘unique’ and ‘clothing’ and their brand reflects their values: high-quality, innovative, functional and affordable.

All over the world, globalisation is a priority of expanding retail brands and provides huge opportunity. When Uniqlo’s next flagship store was opening in Sydney, it was no exception.



UNIQLO Branding Rollout

This was about bringing high quality, basic clothing to the world.

Brand expansion

Flagship stores are  an integral part of an international store network strategy. These stores are the perfect showcase of the brand concept. For Uniqlo, this was about bringing high-quality basic clothing to the world.

Introducing the world to their brand: its quality and affordability.

Uniqlo needed to ensure their brand mark, a symbol of that accessibility, was being managed and delivered in these stores. Specifically, the red box that houses the logotype, needed to read as a single box, rather than multiple structural pieces. This was consistent with the brand style and consistent with the red colour across each part of the design.

Trusted brand custodians

As they set up a retail network in Australia, Uniqlo needed an implementation partner to manage and ensure the integrity of their brand in the built environment.

Uniqlo chose Diadem to help them.

Our unique expertise in design, project management and procurement combined with our care and dedication to bringing brands to life matched what Uniqlo were looking for.

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