Uniqlo, the iconic Japanese clothing brand, recently re-opened the doors to its global flagship London store with a new campaign called ‘This Way to Utopia’.

The re-launch follows an extensive internal refurbishment at 311 Oxford Street, which includes two additional floors and a stunning new roof terrace. The bold retailer therefore needed an inventive way to capture the imagination and loyalty of VIP’s attending the launch party the night before the store officially opened.

We were approached by Uniqlo and quickly put to the test, tasked with creating a unique ice experience to complement a diverse programme of entertainment for guests at the event.

Our lead ice sculptor and co-founder of PSD Ice Art, Percy Salazar-Diaz, personally hand-carved over 50 Japanese ice balls on the night, as well as preparing an additional 300 ice balls before the party to take with him. Each ice ball was placed in a stylish Japanese inspired Sake cocktail at the pop-up bar in the store itself. The Japanese ice balls reflected the Uniqlo brand heritage brilliantly (being Japanese of course) but that’s not all. Percy also came to the rescue by carving diamond shapes and shards out of a block of ice whilst engaging a very intrigued crowd as he chiselled and chipped away – saving the bar staff who had unfortunately run out of ice.

The English grime artist Skepta, cultural ambassador for Uniqlo, bought down the house and entertained everyone in his own inimitable style, by rapping live on the central staircase in front of very happy fans at the party.


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