emmanuelle moureaux blows colorful wind into UNIQLO ginza store
 
emmanuelle moureaux blows colorful wind into UNIQLO ginza store emmanuelle moureaux blows colorful wind into UNIQLO ginza store
mar 26, 2014

emmanuelle moureaux blows colorful wind into UNIQLO ginza store

emmanuelle moureaux blows colorful wind into UNIQLO ginza store
all photos by daisuke shima / nacasa & partners

 

 

 

to promote its spring 2014 collection of linen garments, UNIQLO commissioned emmanuelle moureaux to create an installation that expresses the soft, breathable and cool feeling that the fabric offers. ‘colorful wind’ is a composition of 2,400, 4.7-meter long strips of rainbow-hued paper that float as a massive rectangular volume over mannequins sporting the japanese brand’s linen clothes. from below, fans blow upwards causing the strands to lift and sway gently, reminiscent of a spring breeze. a mirrored ceiling above extends the effect of the 100 shades of color beyond the entrance of the UNIQLO ginza flagship store. in its entire journey, ‘colorful wind’ will travel to 26 global cities in 8 countries, stopping off at 51 stores that include new york’s fifth avenue and london’s oxford street locations.

 

emmanuelle moureaux UNIQLO ginza colorful wind designboom
general view of ‘colorful wind’ installed at the UNIQLO ginza flagship store

 

emmanuelle moureaux UNIQLO ginza colorful wind designboom
up close of the rainbow-hued strips of paper that make up the installation

 

emmanuelle moureaux UNIQLO ginza colorful wind designboom
100 shades of color make up the work

 

emmanuelle moureaux UNIQLO ginza colorful wind designboom
fans on the floor blow up towards the strips of paper, causing them to sway, much like the effect of a spring breeze

 

emmanuelle moureaux UNIQLO ginza colorful wind designboom
‘colorful wind’ is contained withing a glass volume

 

 

emmanuelle moureaux’s ‘colorful wind’ at UNIQLO’s ginza flagship store
video courtesy of UNIQLO / emmanuelle moureaux

 

emmanuelle moureaux UNIQLO ginza colorful wind designboom
panels of colored paper are presented within the store’s front vitrines

 

emmanuelle moureaux UNIQLO ginza colorful wind designboom
façade view of the UNIQLO ginza flagship store

 

emmanuelle moureaux UNIQLO ginza colorful wind designboom
the UNIQLO ginza flagship store by night

 

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