Uniqlo opened his shop in Berlin this month, on Tauentzienstrasse, at the end of an intensive months long media campaign. The main advertising campaign was called 'Berliner People' featuring famous Berliners, such as Roland Mary, the owner of the Borchardt Restaurant, DJ Nina Kraviz or actors Daniel Bruehl and Samuel Schneider, among others. Before the inauguration of the big, two-floor shop, the retail company promoted its products in a pop-up store in Mitte since the beginning of the year.
The overall message of the advertising campaign multiplies the philosophy of the company: 'Clothes are made for all'. The first Uniqlo/Fast Retailing shop was opened in Hiroshima, in 1984, by Tadashi Yanai. Since then, it sells affordable products, for all ages and genders. Since then, it opened a couple of shops all over the world, from Shanghai to London and from Paris to Tokyo.This diversity of customers corresponded to the profile of the visitors that hurried up to make their purchases or simply window shop. The location is situated in the shopping headquarters of the West Berlin, with many tourists regularly looking for attractive temptations.
The clothes look funny and easy to adjust various types of customers and their tastes. I especially loved the Tom and Jerry or Peanuts T-shirts. Those looking for a little bit more for their wardrobe, can browse the collections designed by Inès de de La Fressange. The prices are moderate to middle-level: with 10 Euro you can buy a nice T-shirt.
The location looks good and designed with style, the personnel is solicitous and there are plenty of things to chose from. Here is a short YouTube Video describing the ambiance of the first days after the opening: https://www.youtube.com/watch?v=UZdCfmARmHU
It might be the sign of a new shopping culture getting rooted in West Berlin, especially after the opening of Bikini. Many predict that sooner or later, Berlin will become close to New York, many are complaining that it's too much shopping culture around, even though themselves don't shop but only love complaining and praying for the so-called 'old good times' (DDR is dead, by the way). Intelligent people know how to accept the change; intelligent city planners are able to create specific cultural labels.