Projects Uniqlo SOC&SPC TOKYO 2020

Uniqlo + Sweden Olympic and Paralympic Committee
TOKYO 2020 Official Collection

Art Direction, Design
2020—2021

Leading up to the 2020 Tokyo Olympic games, Uniqlo entered into a unique partnership with Sweden after the opening of their first store in Stockholm. From this, a relationship developed with both Sweden Olympic and Paralympic Committees, wherein UNIQLO would design and produce both Competition and Official Ceremony wear for all of Sweden's Olympic and Paralympic Athletes attending the 2020 (to be 2021) games.

Challenged by travel restrictions from Tokyo during the height of the pandemic, our team worked to develop photo and design direction together with crew and athletes in Sweden to achieve a photoshoot documenting the clothing proudly work by representatives of both Olympic and Paralympic teams.

Deliverables

Photo direction, Project Archive Book (EN, JP)

Co-created with Kei Kobayashi, who lead the book's form and execution, and together directed each key photoshoot for the project. Also created in close collaboration with Masahiko Furuta, Chief Designer, R&D at UNIQLO, who granted us unprecedented access and understanding, allowing us to achieve such a clear encapsulation of the project.