Uniqlo: Exploding AIRism Underwear Tower

Fooh concept details:

A seemingly normal Uniqlo storefront transforms into a spectacular FOOH experience as dozens of boxer briefs suddenly burst upward in a vertical explosion from the entrance. The underwear items—in navy, black, and gray—appear to float and swirl above the historic building façade in a choreographed aerial display. This eye-catching installation dramatizes the lightweight "AIRism" technology of Uniqlo's seamless underwear collection, literally giving the garments "air" as promised in the campaign tagline. Created to drive foot traffic to stores while demonstrating the product's ultralight qualities, this FOOH transforms an everyday essential into a memorable urban spectacle.