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UNIQLO POPS UP: Getting an early start to both Mercedes-Benz Fashion Week Berlin and its German market entry in April, Uniqlo co-hosted a warm-up party and launched its pop-up shop in the city’s Mitte district on Monday night.
Berndt Hauptkorn, chief operating officer of Uniqlo Europe, was on hand to explain his brand's plan. "We see this as part of a sort of a roadshow, where we travel different neighborhoods in Berlin and basically prepare the ground for the final flagship store opening on Tauentzienstrasse," he said, referring to one of the city’s main shopping streets.
The Japanese chain will host two further pop-ups to help introduce its key offerings, including ultra-light down jackets and vests, and Heattech insulation wear — good fits for the chilly German capital.
Hauptkorn noted: "Despite the fact that we're a basics brand and focused on core values, at the same time because of that we're very attractive to fashion people."
After the Uniqlo event co-hosted with edgy local fashion blog Dandy Diary, fashion folk carried on to the main event — a second party held by Dandy Diary that featured a roster of DJs and a black-and-white dress code.