Uniqlo celebrates Mother’s Day with immersive cashmere experience at Chadstone Shopping Centre
Uniqlo and 1000 Heads have unveiled an immersive cashmere activation at Melbourne’s Chadstone Shopping Centre to celebrate Mother’s Day.
The announcement:
To celebrate Mother’s Day this coming weekend, global apparel brand UNIQLO has partnered with social transformation agency 1000heads to deliver a premium brand experience at Chadstone Shopping Centre in Melbourne.
The Cashmere Workshop activation reimagines retail engagement, transforming a high-traffic location into a sensory-rich showcase of UNIQLO’s elevated cashmere offering.
Running across multiple days, the activation draws shoppers into an immersive environment where over 30 colourways of UNIQLO’s cashmere range is available and on display. Designed to invite tactile exploration, the space highlights the versatility, softness, and craftsmanship behind the brand’s luxurious knitwear line.
At the core of the experience is a personalisation station, where customers can embroider their initials into their chosen cashmere pieces. This immediate, on-the-spot customisation transforms each garment into a meaningful, one-of-a-kind gift—ideal for Mother’s Day, and reinforces UNIQLO’s values of quality, care, and thoughtful design.
UNIQLO Australia, campaign marketing manager, Molly Condon said: “UNIQLO’s Cashmere Workshop Pop-Up was designed to bring the premium quality of UNIQLO’s 100% Cashmere to life through a personalised and immersive experience. By offering complimentary embroidery and gift wrapping upon purchase of a 100% Cashmere piece, we aimed to elevate the product’s appeal while aligning with key seasonal moments like Mother’s Day. This event has not only driven sales and engagement but also reinforced UNIQLO’s commitment to meaningful, locally relevant customer experiences that reflect UNIQLO’s focus on craftsmanship, affordability, and innovation.”
1000heads head of client growth, Lena Habkouk said: “This Mother’s Day, our goal was to create a unique and memorable experience that felt both personal and premium. To achieve this, we created the UNIQLO Cashmere Workshop to transport customers into the heart of a charming embroidery studio – where customers could witness the artistry firsthand. Every detail was thoughtfully curated to highlight the exceptional quality of UNIQLO’s cashmere collection, leaving customers with a beautifully personalised gift and a lasting impression.”
The Cashmere Workshop exemplifies UNIQLO’s evolving approach to experience-led retail—where product discovery, personalisation, and emotional resonance intersect to build stronger customer relationships. By turning gifting into a moment of connection, the brand is positioning itself as both a destination for premium essentials and a curator of meaningful experiences.
This campaign builds on UNIQLO and 1000heads’ ongoing partnership, delivering regular activations that blend brand strategy with cultural insight to drive engagement, conversion, and long-term brand loyalty.
CREDITS
Social Transformation and Creative Agency: 1000heads
Fiona Harris –General Manager
Lena Habkouk – Head of Client Growth
Daniel Koublachvili – Creative Technology Director
Mark Lloyd – Group Account Director
Simran Lala – Senior Social Executive
Christel Chong – Senior Creative
Theobe Li – Event Manager
Joshua Wong – Designer
Set builders: Alchemy Co Set Builder
Charlie McDonald – Logistics Manager
Emily Lloyd – Project Manager
Anthony Shone – Production Manager
UNIQLO
Molly Condon – Campaign Marketing Manager
James Chan – Campaign Marketing Manager
Sherry Li – Head of Marketing and PR
Source: Ryan Cap
Editor’s note: Mumbrella has changed the way it deals with company names. House style is now to use standard proper noun capitalisation on all names regardless of brand typography. Brand typography may be retained in direct quotes from releases.
Keep up to date with the latest in media and marketing
