Japanese retailer Uniqlo asked us to build an inaugural US e-commerce site that was as fun as its brick-and-mortar retail experience. We created a platform with a philosophy that injected a sense of playfulness into standard best-in-class interactions. We called it FUN-ctionality, and the results set a new standard for digital commerce.

We re-imagined everything to be more practical and more enjoyable. From responsive design and infinite scroll, to social shopping and interactive mannequins... even error messaging was given a playful twist. The site toppled its first-quarter sales goals by 10%, and even outsold Uniqlo's hugely popular New York flagship store in its first week. It also garnered high-praise from fans and fashion-lovers alike, as well as laudatory press coverage including Business Week, who called the new Uniqlo site the "next generation of the e-commerce experience."

AWARDS
Art Director's Club Gold - E-Commerce

Webby Nominee - Shopping

Webby Nominee - Best Practices