We were already pretty excited about Uniqlo opening in Chicago this fall, but now that we've spent part of an afternoon dancing on the El with the Japanese clothing designer, we can hardly wait.
Photograph: Jaclyn Rivas
Uniqlo took over a train at the Washington/Wells stop on Friday, September 25 for an unforgettable journey through the Loop, transforming our commute with paper lanterns, DJ sets, street style dancers and prizes. From the moment we boarded the train (the most fashionable train we've ever been on), we were entertained by a mix of Japanese pop music, American pop remixes and even a little Pac-Man sample. Throw in a bit of breakdancing and some sweet choreographed moves, and we were all grins, even considering how we could take over our own train.
Photograph: Jaclyn Rivas
It's the first time the brand has done such a promotion in any of its cities, but judging by the excitement level, it won't be the last. The Chicago store opens at 830 N Michigan Ave on October 23 and will be the fashion mecca's second largest store in the U.S. The 60,000-square-foot Uniqlo will have a Starbucks, free Wi-Fi and a top-secret digital/visual experience to look forward to as you ride the escalator. As for this fall's fashion musts, we're told to look out for new variations of flannel (flannel dresses from $39.90–$69.90) and special collaborations with Lemaire ($39.90–$199.90) and former Vogue Paris editor-in-chief Carine Roitfeld ($12.90–$199.90).
The celebration doesn't stop with last week's train takeover, though. You can get in on the fun with a 15-minute train takeover from 12:30-2pm on September 30, October 8, October 16, and October 23. Just be sure to RSVP. More special events, like a taiko drum ceremony, ribbon-cutting and even a concert, are set to be announced soon.