Breathable branding
Airism by Uniqlo and Machineast, Singapore

Breathable branding

Singapore – Machineast has developed an audio-visual project for Uniqlo Singapore focusing on the brand’s AIRism fibre.

Article/21057 dbc
Airism by Uniqlo and Machineast, Singapore

Singapore – Machineast has developed an audio-visual project for Uniqlo Singapore focusing on the brand’s AIRism fibre.

  • AIRism is a Japanese fibre technology that enables clothes to be more breathable and dry faster
  • The project was on display at SingaPlural 2017 and delivered as an immersive 10-minute video

The approach was created as part of SingaPlural 2017, an annual design festival held in Singapore. The theme for the festival was Stories: A New Perspective.

Machineast’s film deconstructed the innovative attributes of AIRism and presented them in a visual art form. Five attributes are explored – Heat Release, Smooth Texture, Cool to the Touch, Breathable and Stretch Comfort – and each is given a visual identity, which the viewer is invited to find in a soothing film dedicated to each attribute.

‘There are five mini-visual treats which we wanted to let the audience observe, and try to see if they could find the specific objects in each piece,’ explains a statement from Machineast.

The Big Picture

By using visuals that elicit sensations, brands are finding new ways to market their products through multisensory expression. For more, see our Visual ASMR microtrend.

Discover More News
Kopparberg launches UPF40 football shirts to promote sun safety during Euros

News

Kopparberg launches UPF40 football shirts to promote sun safety during Euros

As the UEFA European Football Championship approaches, Kopparberg is tackling sun safety with the launch of UPF40 football shirts.
SPF : Advertising & Branding : Alcohol
Jouissance fragrances are inspired by erotic literature

News

Jouissance fragrances are inspired by erotic literature

London-based fragrance brand Jouissance is launching a trio of scents inspired by erotic literature.
Beauty : Pop-culture & Media : Society
Foresight Friday: Seyi Oduwole, intern

News

Foresight Friday: Seyi Oduwole, intern

This week, intern Seyi Oduwole discusses IT girl initiatives, the ad-hoc accessories beauty trend and Fenty Hair’s entrance into the haircare market.
Society : Pop-culture & Media : Technology
Stat: The dirty truth about AI's energy consumption

News

Stat: The dirty truth about AI's energy consumption

Artificial intelligence, along with data centres and cryptocurrencies, is projected to significantly increase electricity consumption globally.
Sustainability : Pop-culture & Media : Technology
Netflix to release 14 video games based on titles such as Emily in Paris

News

Netflix to release 14 video games based on titles such as Emily in Paris

Netflix has announced 14 new video games, expanding its current gaming portfolio with exciting new titles and release dates for highly anticipated ...
Gaming : Pop-culture & Media : Society
Our Place’s Wonder Oven is a compact one-stop-shop appliance

News

Our Place’s Wonder Oven is a compact one-stop-shop appliance

Our Place has rolled out a 6-in-1 countertop appliance that combines multiple cooking functions in a sleek design.
Design : Food & Drink : Technology
Lovehoney champions senior sexual health with Queen Bees initiative

News

Lovehoney champions senior sexual health with Queen Bees initiative

Sex toy brand Lovehoney is recruiting ‘senior sexperts’ to advise older adults on enhancing their intimate lives.
Sex : Health & Wellness : Society
Stat: Survey shows LGBTQ+ employees still feel marginalised at work

News

Stat: Survey shows LGBTQ+ employees still feel marginalised at work

The Workmonitor Pulse survey, which shed light on the experiences of LGBTQ+ employees worldwide, showed that 41% of employees say their w...
Workplace : Health & Wellness : Society
Heinz and Kappa honour Italy’s game day sandwich-makers

News

Heinz and Kappa honour Italy’s game day sandwich-makers

In collaboration with sportswear brand Kappa, Heinz has launched a football kit celebrating the unsung heroes of game days – Italy’s sandwich-maker...
Advertising & Branding : Food : Sports & Leisure
 Anthropologie launches adaptive fashion collection

News

Anthropologie launches adaptive fashion collection

Anthropologie has launched an adaptive apparel collection, re-imagining eight best-sellers to better fit the lives and needs of the disabled commun...
Fashion : Health & Wellness : Design
You have 0 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN

What do we use cookies for?

We use cookies to enable the use of our platform’s paid features and to analyse our traffic. No personal data, including your IP address, is stored and we do not sell data to third parties.

Learn more