Uniqlo: Floating AIRism Underwear Experience

Fooh concept details:

Uniqlo transforms its flagship store into a playful FOOH installation where dozens of AIRism boxer briefs in navy, black, and gray appear to float throughout the multi-level retail space. Store employees wield butterfly nets as they comically attempt to catch the ultralight underwear items suspended in the store's atrium, creating an entertaining spectacle for shoppers. This humorous performance piece cleverly demonstrates the product's "needs some air" concept by treating the floating garments like elusive butterflies that must be hunted. The whimsical scene reinforces AIRism's lightweight technology while creating a memorable, shareable in-store experience that blends product demonstration with theatrical entertainment.