Establishing the visual direction and identity for Uniqlo +J, the first continuous collaboration between a luxury designer and a high street retail brand, MP Creative discerned common traits between the two entities: progressive, democratic, and focused on essentials. We conveyed how perfectly Jil Sander’s design philosophy aligned with Uniqlo, while also illuminating the singularity of her work. The result was a game changing brand-within-a-brand and store-within-a-store concept.