Uniqlo celebrates Rome, the eternal city.

To mark the first anniversary of its store on Via del Corso, Uniqlo Europe sought a way to celebrate its connection with the city. The goal was to combine the brand’s international identity with the lively and playful spirit of Rome, creating a unique personalization experience that would transform garments into wearable souvenirs. The challenge was to translate the essence of Rome into an authentic visual language that would resonate with the local community.

“What Roma means” illustrated by Pollaz.

Yoonik led the creative project, combining Uniqlo’s vision with the unmistakable voice of illustration. Our intervention was strategic and targeted:

Scouting and Artistic Direction: We proposed Pollaz as the artist, an illustrator whose ironic style and sensitivity are in perfect harmony with the Uniqlo universe.

Creative concept: Pollaz developed the concept of “illustrated Romanity,” interpreting the iconic symbols of Rome in a contemporary and playful way. The result? Cats sharing a supplì, sipping a grattachecca, and a bunch of smiling artichokes.

In-store customization experience: The illustrations were at the heart of a unique experience offered to store customers. People were able to purchase the illustrated garments and customize their purchases with Pollaz’s designs in a particularly popular way: by having the kittens and artichokes embroidered on Uniqlo’s iconic shoulder bag.

Details that tell a story

The project created strong engagement and a lasting emotional connection between Uniqlo and its community, transforming simple garments into stories to wear:

Authentic local connection: Pollaz’s illustrations offered a fresh and unexpected interpretation of Roman culture, loved by the local public. Each embroidery transformed a Uniqlo product into a unique piece, imbued with memories and affection for the city.

Memorable brand experience: The activation combined personalization, style, and community, offering customers an experience that went beyond a simple purchase. The embroidery made the store’s anniversary a moment to be experienced and remembered.

Success that travels: The initiative was so successful that the collaboration was extended. Pollaz’s embroideries were also requested in the Milan store in Via Cordusio, demonstrating how a local concept, if authentic, can resonate in other contexts as well.

With Uniqlo, Yoonik and Pollaz have created a narrative that blends the identity of an international brand with the soul of a place.

Video and Photo credits: Pollaz + Touch the Wood