Floors, staircases and columns: almost every surface in Uniqlo’s Fifth Avenue store is covered in bright graphic patterns from the hands Sigrid Calon, one of the artists represented in Frame’s Herengracht and Felix Meritis pop-up stores. By taking the existing architecture as a canvas, the installation – set in place to promote the brand’s MoMA-inspired SuperGeometric collection – makes an omnipresent impact on the space’s appearance and visual merchandising.
Dutch designer Calon explains how her spatial intervention echoes the brand’s products and collections, and describes the challenges she faced in creating an in-store activation on a prime retail destination.
Design: Sigrid Calon
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