Uniqlo takes travel essentials to the theatre

By Muneerah Bee

Apparel retailer Uniqlo will be presenting a travel-themed theatre play entitled “Modest Travels” this month where guests will be taken through a guided theatre play followed by a showcase of travel essentials, housed in the compounds of 18 and 20 Temenggong in Singapore.

This theatre play is Uniqlo’s first-of-its-kind, organised as part of the 2018 Winter Travel campaign which aims to inspire travel and demonstrate how travels can be made better with the brand.

Co-created with award-winning Singapore actress and producer, Tan Kheng Hua, “Modest Travels” will feature four real travel stories submitted by Uniqlo fans, bringing attendees through the journey of four Singaporeans exploring Morocco, Uzbekistan, India and Europe. “Modest Travels” hopes to showcase diversity and honesty in their routes and friendships formed along the way, while presenting the different facets of travel and igniting one’s wanderlust and explorer spirit.

Guests can look forward to a theatrical experience set in an iconic colonial bungalow, where they will be guided through different rooms and taken on a journey alongside the cast. Thereafter, they can look forward to a showcase of recommended essentials and style guide for the four destinations featured in the play, along with more travel tales to inspire one’s next journey.

Responding to Retail Asia’s queries, Elizabeth Yap, assistant marketing manager at Uniqlo Singapore, explained: “We ran our season one travel campaign last year and during the process, we were inspired by our fans who accumulatively had a wealth of interesting stories to share. Now into season two of our travel campaign, we want to take the campaign further by sharing these travel stories to a wider pool of audience – not only to explore the destinations of travels, but also explore the different emotions we experience through the travel process.”

She added: “Choosing a theatre play as the format to present these stories allow for an intimate and real time exchange of emotions which we felt is very apt for a social topic, like travel, that everyone can relate to.”

The play will be a ticketed event open to the public on 21 and 22 September, with three sessions running daily. The cost of $30 per ticket will be fully redeemable for Uniqlo products after the event.

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