2014 fall – emmanuelle has created an installation for the launch of UNIQLO’s autumn item, “extra fine merino”. The thickness of merino wool is about fifth of the human hair, resulting with the smooth and delicate texture. Its long fiber and the delicate nature are represented as thin weightless lines. These lines create three dimensional weaves of colors in the windows, layering with the real merino wool on the mannequins.
Beginning from Ginza flagship store then to other global flagship stores, such as Fifth Avenue NY, 311 Oxford Street London, and Paris Opera, it is a simultaneous global art installation in 6 countries to celebrate the beginning of autumn season.
“thin thin thin”.
Thin and long colorful threads, representing strands of merino yarn are made into three dimensional volumes that intersect inside the windows with mannequins positioned in between.
The installation has started at Ginza flagship store, on the façade and the glass case. Inside the store, the main glass case uses 2420 threads in 60 shades of colors to create volumes, radiating from the floor to the ceiling. The long thin lines cross and intersect three dimensionally, and the expressions of layered threads change as the view keep shifting. Threads were chosen in 60 different colors with a hint of autumn such as mustard, khaki and garnet. The collection of threads creates colorful weightless volumes that gently trap air inside, like the extra fine merino wool keeping warm air within the merino fibers.
On the façade is a graphic interpretation of the thin merino yarn layered with white graphic lines on the front glass, intended to give depth to the window. Thin threads continue to reflect and refract, multiplying lines infinitely, giving an optical illusion of standing inside the microscopic world of extra fine merino yarn.
Design: emmanuelle moureaux (emmanuelle moureaux architecture + design)
Photograph: Daisuke Shima / Nacasa & Partners
Locations: New York, Tokyo, San Francisco, Paris, London, Berlin