Introducing UNIQLO to the US before its Soho flagship opening, two 20’-foot yellow and blue container trucks toured NYC as retail shops. They were designed for placement in different neighborhoods for special events, and function as branded pop-up stores – fully equipped with shelving space. Their yellow container was presented at our New York – Tokyo Music Festival 2006 (Sep. 29, 2006 @ Central Park). Seven thousand attendees who came for the live music performances by Talib Kweli and DJ Atrak (from New York), Hifana and Mighty Crown (from Tokyo) and other artists, were primarily Tokyo fashion/style savvy city youth – the exact target demographics UNIQLO was trying to reach out to at that time.