Last Updated: 2012.09.12

UNIQLO and BIC CAMERA to Open New 'BICQLO' Store in Shinjuku Shinjuku East Exit Store Aims to Become New Hotspot in the Area Doors Will Open on September 27

September 11, 2012 - Tokyo, Japan - UNIQLO's new growth engine and a store with global appeal, BICQLO UNIQLO Shinjuku East Exit Store, will open for business on Thursday, September 27.

'BICQLO' was born out of a collaboration between UNIQLO and Japanese leading home appliances retailer BIC CAMERA, two companies that offer completely different products. By combining the expertise and know-how that each company has gained in the areas of fashion apparel and home electronics respectively, UNIQLO and BIC CAMERA aim to create a new type of store that will serve as a new hotspot in the Shinjuku district of Tokyo, bringing both joy and surprise to people from all walks of life.

BICQLO Shinjuku East Exit Store, which will open inside the current BIC CAMERA store, will be different from what customers across the world have come to expect from UNIQLO. The new store will be filled with many fun surprises that are sure to delight customers, so make sure to visit the store and experience first-hand the special events available only at BICQLO. With this newest store, UNIQLO hopes to help revitalize Japan by pumping energy and excitement into Shinjuku, the vibrant retail district that visitors from all over the world regularly flock to.

BIC CAMERA + UNIQLO = BICQLO

BIC CAMERA INC. and UNIQLO CO., LTD. are pleased to announce the joint opening of a new store near the East Exit of Shinjuku Station, named 'BICQLO.' Not only will the store feature both fashion apparel brand UNIQLO and home appliances retailer BIC CAMERA, the store represents a collaborative effort between two companies that combines the know-how in each area of expertise. The UNIQLO store is labeled under a new store category: a "store with global appeal."

What is a "store with global appeal?"

A store with global appeal is a store that is full of energy, offering the newest, latest in-style products, at the lowest prices. At this store, energetic staff greet customers with the highest level of store services. In addition, the store offers a shopping experience that is easy to see, easy to choose, and easy to shop at.

The store with global appeal is full of energy and always prosperous, thriving and brisk. The store with global appeal is UNIQLO's brand new growth engine, and the new hotspot that is the center of the world's attention.

Shinjuku as a New Hotspot for Visitors in Japan and Abroad

Visitors from all over Japan, as well as the world, flock to Shinjuku. UNIQLO is opening a store inside a home appliances store, in an area of Japan that is well-known for home and electrical appliances stores. UNIQLO wishes to make the BICQLO store a new hotspot in Shinjuku, by offering customers many fun surprises and promotions, in the hope that it can contribute toward the revitalize Japan.

Store Image and Design

As with the UNIQLO Ginza Global Flagship Store, Mr. Kashiwa Sato (of SAMURAI) is in charge of the overall brand and image of BICQLO. Mr. Masamichi Katayama (of Wonderwall), who has managed the overall production of many of UNIQLO's global flagship stores, is directing the construction and production of BICQLO, including the interior design.

Staff uniform

To represent this new store category, UNIQLO and BIC CAMERA have joined forces to produce a joint uniform for BICQLO, overseen by Kashiwa Sato and designed by UNIQLO Creative Director Naoki Takizawa. While UNIQLO's store uniforms are chosen from items of clothing sold in stores, and BIC CAMERA's store uniforms feature a red vest, the newly designed, black-and-white, simple uniform symbolizes the unity between UNIQLO and BIC CAMERA , and represents all that is BICQLO.

Music Played Inside Store

The music played inside the store, as well as in-store announcements, are all BICQLO originals. Floor signs, shopping carts, shopping bags, receipts and stickers are all specially designed for BICQLO.

BICQLO Mannequins

BICQLO Mannequins, located in shop windows and in various areas across the store, are new and unique to the BICQLO store. For example, customers will find mannequins including those holding a camera ready to take a photo, or those using a vacuum cleaner, or similar home appliance. A total of 80 mannequins (40 in UNIQLO, 40 in BIC CAMERA) in 9 types, in both sexes, are featured in the store with various types of home electronics and gear. The highly coordinated and stylized mannequins featuring both fashion apparel and home electronics represent the essence that is BICQLO.

TV Commercial and Newspaper Advertising

A TV commercial featuring will be aired by BIC CAMERA from September 12 through the 30th. A UNIQLO version will also be aired in mass quantity. Eye-catching advertisements will be placed in daily newspapers.

Ad Jingle

Copywriter Tomomi Maeda penned brand new lyrics to the all-too-famous BIC CAMERA ad jingle, resulting in a brand-new, original BICQLO ad jingle. DJ Tomoyuki Tanaka of Fantastic Plastic Machine produced the tune. The legendary anime-tune singer Ichiro Mizuki will handle the lead vocals.

Radio

Radio advertisements featuring the new ad jingle will be aired from September 12 through October 31st.