I love how Uniqlo has got into the habit of running a fun and innovative digital initiative alongside each of its more significant launches.

In this instance, it’s the opening of its new flagship store on Fifth Avenue in New York, which comes with a campaign called NYC Voices; a “digital collage” of influential New Yorkers.

It profiles the likes of Tumblr founder, David Karp; principal dancer at the American Ballet Theatre, Paloma Herrera; and founder and editor-in-chief of Coolhunting.com, Josh Rubin. Each one has a personal story video, a series of Q&A boxes and links to their social profiles.

It was developed by Japanese studio Projector, who previously created the award-winning Uniqlock campaign for the brand.