Uniqlo unveils cooling pop-up as Singapore hits record heat stress

Visitors experience fabric functions directly through hands-on displays.

Uniqlo is using an interactive pop-up in Singapore to drive product trials and boost awareness of its cooling apparel range amongst younger shoppers.

“Our greater emphasis on more experiential, education-led events is driven by how we can provide value to our customers,” Paulene Ong, marketing director at Uniqlo Singapore, told Retail Asia.

She said the AIRism Cooling Station pop-up is designed around Singapore’s hot and humid climate, which continues to shape expectations for comfort in everyday clothing.
 

“Recent news reports have shown how Singapore experienced its highest-ever heat stress reading in 2025, and it is the nation’s priority to help residents adapt to the effects of rising temperatures,” she said.

Uniqlo launched its cooling apparel range in 2012 under its LifeWear concept and later expanded it beyond innerwear into broader clothing categories. Ong said awareness gaps remain despite its long presence in the market.

“Whilst AIRism is a well-established range, we’ve found that Singaporeans may not truly know the full range of items that we have, and tried it on themselves,” she said.
 

The pop-up lets visitors experience fabric functions directly through interactive installations rather than traditional product messaging.

A key focus is tertiary students, which Uniqlo sees as an early-stage segment for brand discovery and wardrobe building.

Selected items were given to students who presented valid identification, aimed at encouraging first-time trials.

“This is to encourage first-time try-ons of our items for their everyday wear,” Ong said.

The installation demonstrates breathability, quick-drying performance, and cooling properties through airflow and water-based comparisons across fabrics.

One display compares lightweight mesh fabric with cotton to show differences in ventilation and movement, whilst another highlights drying speed using water droplets.

A separate station lets customers feel the cooling effects through direct contact with materials.

Ong said the format mirrors real-life usage scenarios such as commuting and outdoor activity in Singapore’s climate. She added that experiential activations complement rather than replace retail stores, acting as entry points for discovery and trial.

“They act as an entry point, sparking curiosity and encouraging trial, which can then naturally lead customers back into our stores to explore the full range,” she said.

Fast Retailing Co. Ltd., which owns Uniqlo Co. Ltd. and brands including GU, Theory and PLST, posted a 19.6% rise in profit attributable to owners to $1.7b (¥279.2b) for the first half ended February, according to financial results.