UNIQLO x Roots: Humidifier
We were invited 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.
AIRism, a fabric technology by UNIQLO, is known for their quick evaporation property. We repurposed this feature as a humidifying function, and in the process conceptualised an entirely new fictional product called 'Humidifier'.
The visual identity of 'Humidifier' is derived from the common laundry care symbols, with a new symbol designed specifically for the 'humidifying' property to be uniquely found in AIRism fabric.
As a natural extension from this symbol, the product identity becomes instantly understood, relevant and memorable.
Exhibition The exhibition space is divided into visual and product story showcases. The product story adopts a raw, work-in-progress state of presentation to narrate how the 'Humidifier' is conceptualised and turned into physical prototypes, with working units on display.