UNIQLO LAB ULTRA LIGHT DOWN

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Outline

ULTRA LIGHT DOWN is Uniqlo’s new product for 2009, and comes at the very affordable price of JPY 5,990 (mens’ range) whilst realising the extreme lightness of 270g and offering supreme warmth.

The website provides brief descriptions of ULTRA LIGHT DOWN’s features and what Uniqlo set out to create in this new product. Photographs outlining the contents were largely used to attract users’ attention and deepen their understanding.

The photographs and text float across the website conveying the product’s most outstanding feature, lightness. Synchronizing music is also used to complete the airy atmosphere.

Details

・ The website focuses on lightness, which is the product’s most distinguishing feature, and users can virtually experience it across the website.
・ The photographs and music create the atmosphere of a ”bright sunny winter day”.
・ The user-interaction is done by an intuitive drag-and-drop on screen.
・ The message was communicated in the same tones and manners in different languages (Japanese/English/Chinese/Korean).
・ The product line-up is linked to the online shop website.






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