Emmanuelle Moureaux Architecture + Design have created an installation for Japanese casual wear designer, manufacturer and retailer Uniqlo for the launch of their 2014 spring line ‘Linen’.
“Linen’s breathable and cool feelings, its soft and supple texture, were expressed in the installation as the colorful and refreshing spring breeze.” says Emmanuelle Moureaux.
Titled ‘Colorful Wind’, paper strands in 100 shades of colour float and sway above a group of mannequins, giving the feel of standing in a spring breeze. “The gentle swaying motion of the floating volume of colors is expressing the beginning of new season on the colorful wind.”
51 Uniqlo stores will feature a ‘Colorful Wind’, beginning with the Ginza flagship store in Tokyo and then to other flagship stores, like Fifth Avenue NY and 311 Oxford Street London, for a simultaneous 26 global cities art installation in 8 countries.
The main glass case uses approximately 2,400 strands of 4.7m long colored paper in 100 shades. Mannequins are placed under the floating volume of colored strands. With fans placed on the floor, the paper strands lightly lift up into the air and gently sway above the mannequins. A mirrored ceiling provides an “overflowing effect” of colors from the glass case into the store. For the facade, 100 shades of square paper fill up a 7m high board, where colors seem to float up into the air.