We were tasked with creating an activation and campaign that promoted the launch of the new Gold Coast UNIQLO store at Pacific Fair. The objective was to celebrate art and fashion for the arrival of the Japanese clothing giant’s upcoming release of their widely anticipated collaboration with American artist KAWS.
We built an activation around Secret Walls; also known as the "Fight Club" of the art scene where teams of illustrators and graffiti artists would battle. An experience that connects the audience to the artist as they watch them freestyle on a large piece before their eyes. UNIQLO would be the major sponsor to a sold out crowd with a ton of giveaways and heavy promotion which served towards the youth culture and underground art scene.