KonzeptioNerd

Beautility

More timeshift-blogging (i.e. finishing a draft months after it was current news). … I guess the first time I looked at UNIQLOCK was back in 2005 just after its release. And in truth I was, well, underwhelmed. The featured fashion by UNIQLO does not match my style and the hypnotizing beauty of the dancers totally escaped me. Then I got another chance to look at UNIQLOCK when designer Koichiro Tanaka presented at the ADC Brands and Ideas Congress, Leading Brands in Digital Times last October (blogged under Conflagration). Tanaka said he had been looking for a novel way to “unite utility and entertainment” (the old concept of utilis con dulce or: BEAUTILITY) while leaving some opaqueness / impenetrable space in an otherwise simple concept”. UNIQCLOCK  is a clock (for 5 seconds) and then shows synchronized dancing people in mundane settings, dressed in UNIQLO. When it’s night time in Japan (as of this writing), of course, the dancers sleep.

The presentation talked to my left hemisphere - but in the background, the clock and dancers played, transfixing, mesmerizing until my right side clicked along, as well.

Uniqlock is now in its fourth season. Read more about it on wikipedia (Wikipedia: UNIQLO).

More in this style: Uniqlo meets Corteo (Cirque du Soleil) via Adverblog.

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