Photograph: Jamie McGregor-Smith

London Dreaming
London, 2016

Uniqlo has taken over a whole floor of the new Tate Modern building, Switch House, with a series of interactive installations around the theme of London Dreaming.

To celebrate and support the newly enlarged gallery’s opening weekend, the fashion brand has installed a huge wall adorned with 60,000 ribbons and large-scale wind machines. Uniqlo are inviting visitors to take part by challenging them to “imagine a better future” with its colourful and energetic exhibit.

In conjunction with the event, the brand has also worked with young and emerging artists to transform all its London store windows. The showcase of artworks are displayed on structures inspired by the gallery’s iconic architecture.

I worked as part of the in-store and window design and build team, in collaboration with design studio Isobel & Helen, during an internship for JailMake Studio.

Tate installation design and build: Studio PSK
In-store and window design and build: Isabel & Helen
Here illustrators: Guy Field, Kyle Platts and Marylou Faure
Here Installation build: South London Makers
Identity animation: Future Deluxe
Photography and video: Jamie McGregor-Smith


Uniqlo takes over part of the new Tate Modern with London Dreaming installations
It’s Nice That