After an anniversary-inspired renovation, UNIQLO’s SoHo flagship store reopened in eye-catching fashion just in time for Labor Day weekend 2016. Honoring “10 years of everyday miracles” and “A New Tokyo in SoHo,” the Japanese retailer welcomed shoppers to a new, “shop in shop” experience that tells a brand story of continuous innovation and evolution.

Early birds–and there were plenty of them–received mystery UNIQLO gift cards, along with a limited edition memento. For SoHo shoppers and passersby who had not caught word of the celebration, UNIQLO took the initiative to make it visually impossible to miss, calling on production partner, Duggal Visual Solutions to create a giant cubic light box. The colorful curbside display mesmerized visitors and fueled the word on social media that UNIQLO SoHo is officially back in business. Learn more about the new-look SoHo flagship on UNIQLO’s website.