Uniqlo opens the House of Airism in Berlin.
The Japanese clothing company is bringing the interactive pop-up to the German capital as part of an international campaign. Previously, the House of Airism started on the Salone del Mobile in Milan.
The House of Airism aims to transform the apparel company’s material technology into a perceivable environment, Uniqlo said in a statement Wednesday. Starting tomorrow, the brand will be creating an immersive experience for two days at ‘Aufbau Haus’, a cultural center at Moritzplatz in Berlin Kreuzberg, where visitors can take part in various activities.
The pop-up explores “a perceptible environment between lightness, innovation and technology,” according to the release. There is an infinity room with a 360-degree installation and stereoscopic sounds, as well as an experiment room in which the Airism material is presented and tested with practical experiments. Dance courses and mediation are also offered.
“For us as a brand, it’s always about bringing art and science together. Sometimes it can get a bit complicated. The House of Airsm offers the perfect platform to present an innovative technology in a simplified and entertaining way and to deepen the connection to our Berlin community,” says Michelle Kronbergs, Head of Brand Germany.