When you enter a UNIQLO store in India, you won’t be dazzled by loud colours or fancy props; instead, you’ll notice something subtler, but far more powerful. From RFID-enabled self-checkouts to modular fitting rooms and locally crafted fixtures, the brand’s store design and visual merchandising strategy is quietly rewriting how Indians experience fashion retail. 

In a recent conversation with Saurabh Dixit, Director- Store Design and Facilities of UNIQLO, several strategies stood out that highlight how the brand is redefining the in-store experience. 

Tech as a Differentiator 

While UNIQLO avoids flashy displays, it invests heavily in technology where it matters. The brand has introduced self-checkout counters in all new stores and retrofitted them into older ones. Enabled by RFID technology, the process is quite seamless. 

“You just go there with your basket, place it in, and it scans itself,” shares Saurabh. The invoice is generated, you pay, you pack, and you’re done. “Almost 52–60% of our customers now prefer self-checkout,” he adds. 

Durable store design over flashy ones 

Instead of chasing flashy store designs, Saurabh Dixit believes in creating spaces that are practical and long-lasting. With his dual role in design and facilities, he ensures that aesthetics and functionality go hand in hand. 

One of the biggest challenges that the team faced was with facades. “People would often rest their feet on them, and every two weeks we had to repaint,” recalls Saurabh. The solution came in the form of using solid surfaces. Although slightly higher on CapEx, it is far more premium and low maintenancein the long run.  

Another shift has been moving away from imported materials. In the early days, almost everything came from abroad – tiles from China, shutters from Dubai, fixtures from China. Today, nearly 99% of materials are sourced from Indian vendors. “Our partners were able to replicate the same quality here, and develop everything through prototypes locally,” Saurabh explains. This not only reduces costs and speeds up expansion but also strengthens the ‘Make in India’ vision. 

Art & Cultural Collaborations 

UNIQLO is also weaving Indian art into its VM story. The brand has launched “India Art Project” and collaborated with three Indian artists. Their artwork is printed on the UT (UNIQLO T-shirt), globally known for its round-neck design. 

“When we entered Mumbai, the entire escalator space was transformed with a Mumbai-themed artwork. Similarly, for our Vasant Kunj launch in Delhi, we worked with renowned artist Hanif Kureshi, who created a city-inspired installation. So, we often work with local artists, and their creations become an integral part of our T-shirts,” mentions Saurabh.  

Emphasis on lighting 

Lighting, too, is treated as a serious VM element. “Every lighting plan is reviewed by a consultant from Japan. Lighting sets the tone, and we don’t compromise with it. If customers feel comfortable with the right lighting, they stay longer and shop better,” he points out. 

Expansion Plan  

With 17 stores currently in India, UNIQLO is expanding cautiously into Bengaluru and Pune. “We don’t believe in rushing. We’d rather do two good stores, operate them well, and then expand,” shares Saurabh. “We focus on quality over quantity. VM is a big part of making that work.” Well, that aptly sums up the role of VM in making the brand connect with its Indian shoppers.