UNIQLO x Roots: Humidifier

We were invited by BLACK Design to collaborate with UNIQLO Singapore to produce an art & design project for SingaPlural 2017 festival. Treading the fine lines between story-telling, brand identity, product design and installation, 'Humidifier' is conceived based on the innovative clothing technology AIRism by UNIQLO.

Product Concept AIRism, a fabric technology by UNIQLO, is known for their quick evaporation feature. We reimagined this feature as a humidifying function, and conceptualised an entirely new fictional product called 'Humidifier' with UNIQLO Singapore.

Based on the standard laundry care symbols, we specifically designed a new pictogram for the 'humidifying' property that can only be found in AIRism fabric. This symbol is adapted to become the visual identity of 'Humidifier'.

By translating the abstract idea into a universal visual form, the product becomes instantly understood, relevant and memorable.

Design storyboards

Exhibition The exhibition space is divided into a visual and a product story paths. The product story adopts a raw, work-in-progress state of presentation format to narrate how the 'Humidifier' is conceptualised and turned into physical prototypes, with working units on display.

Exhibition photo by Clarence Aw