Spotted! Uniqlo freezes out Yonge and Dundas

The Japanese retailer created an icy atmosphere to test the limits of its winter gear.


At precisely the moment the temperature in Toronto went from “enjoyable crisp fall” to a more frigid, “winter has definitely arrived” kind of feel, Uniqlo Canada aligned itself perfectly with the weather for Down For Winter, an experiential activation at Yonge-Dundas Square.

From Nov. 1 until Nov. 3, the Japanese retailer created a mini pop-up shop to give visitors a closer look at its ultra-light down jackets. In a three-station design with staff on hand, the compact, water-repellent outerwear was on display and ready to be worn, or “test-driven,” according to the company, in an experiential “polar ice box.”

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The box, a converted shipping container decked out with wall-to-wall mirrors, looked a little like what we imagine Elsa’s closet might entail complete with ice blocks and a chilly -10 degree atmosphere. Participants were encouraged to try on a Uniqlo jacket and hang out inside to determine the coat’s ability to keep you warm in the frigid air.

#DownForWinter drew hundreds of impressions on social media and a Uniqlo camera captured the action onsite where participants were also invited to enter a draw to win Uniqlo prizes. Dentsu Aegis Network, DentsuBos and Isobar Canada worked collaboratively to make the installation come to life.