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.

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

up close of the rainbow-hued strips of paper that make up the installation

100 shades of color make up the work

fans on the floor blow up towards the strips of paper, causing them to sway, much like the effect of a spring breeze

‘colorful wind’ is contained withing a glass volume

panels of colored paper are presented within the store’s front vitrines

façade view of the UNIQLO ginza flagship store

the UNIQLO ginza flagship store by night