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			<h1 id="title"><a href="http://ronanfitzgerald.net/houseisafeeling/" title="House Is A Feeling">House Is A Feeling</a></h1>
			<p id="description">A Guy Called Fitzgerald</p>
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				<h2 class="post-title">Uniqlo House</h2>
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					<p>So since coming over here I&#8217;ve been in and out of Uniqlo a bit, which is basically a Japanese version of H&amp;M. The reason I mention this is that the music there is really strange for a high street shop.</p>
<p>It&#8217;s like the 00s never happened, like the hiphop and R&amp;B and electrohouse and &#8220;new rock&#8221; played in every other shop never happened. Instead Uniqlo plays this airy house music that doesn&#8217;t really seem to fit with anything current. But it isn&#8217;t simply house muzak either: I heard Swayzak&#8217;s &#8220;Another Way&#8221; the last time I was in there, in amongst lots of stuff that sounded a bit like those old Digital Disco compilations on Force Tracks.</p>
<p>Some of the other times I&#8217;ve been in they were playing a sort of Classic/Music For Freaks style, but I didn&#8217;t recognise any of it. It&#8217;s the weirdest but perhaps least annoying music in any high street store. It&#8217;s a sort of culture shock to hear music that isn&#8217;t brand new in a shop like this.</p>
<p>That idea of incongruous sounds in global chain stores reminds me a bit of working in Carbon Records inside Urban Outfitters in Dublin, when occasionally you&#8217;d play something completely insane just to see the effect it had on a large department store.</p>
<p>I&#8217;m grateful to Optimo who included the theme tune from Twin Peaks on a mix CD, allowing me to play it one Sunday afternoon. If it didn&#8217;t quite halt the gears of consumerism with a screech, at least it completely weirded people out for 3 or 4 minutes. Another high point was finding some ancient promo vinyl of Mark Morrison&#8217;s &#8220;Return Of The Mack&#8221; behind the counter and playing it in all its erm&#8230;glory. I like to think we damaged the Urban Outfitters brand that day.</p>
<p>But beyond dumb workers messing around, I can&#8217;t understand a big clothes store playing music that isn&#8217;t the usual blend of the fashionable and the populist. There&#8217;s nothing fashionable whatsoever about the stuff being played in Uniqlo, not that I can see. Maybe that&#8217;s the point.</p>
<p>That said, there is plenty of talk of (a slightly different) funky house making a comeback in the London urban scene. There&#8217;s even <a href="http://www.juno.co.uk/products/304134-01.htm">a &#8220;Pure Funky House&#8221; CD</a> which was recently released by the people who made the &#8220;Pure Garage&#8221; series.  What a weird rebrand of a genre that is!Could Uniqlo&#8217;s strange selections be somehow part of that trend? I&#8217;m not so sure.</p>
<p>If I had to guess I&#8217;d say they&#8217;re just hedging their bets. This is a shop that refuses to be locked into any one particular aesthetic clothes wise, and has picked this brand of pleasant house as a musical unifier. It certainly seems likely that a worldwide shop like decides these things with clinical attention to detail, and you&#8217;d even imagine there are studies done to see what music is more conducive to sales or catering to a target audience, with the answers changing all the time.</p>
<p>I guess I&#8217;d still like to know how or why faintly 1990s sounding house is seen as the 2008 answer?</p>
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			<p class="comment-author"><strong><a href='http://chrisdennis.wordpress.com' rel='external nofollow'>Chris</a></strong> wrote:</p>
						<p>I found that in Uniqlo in New York. I couldn&#8217;t fathom what the music was at all. It seemed, for the most part, like bland US house tinged with European influences but I couldn&#8217;t ID anything. It&#8217;s the sort of music they should play on planes before take-off instead of Enya on transatlantic flights!</p>
			<p class="comment-metadata">Posted 16 Apr 2008 at 1:18 pm <a href="#comment-167969" title="Permalink to this comment" rel="permalink">&para;</a> </p>
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			<p class="comment-author"><strong><a href='http://isbjorn.wordpress.com/' rel='external nofollow'>Isbjorn</a></strong> wrote:</p>
						<p>I always thought that with all the seeming attention to detail big retail shops never paid that much attention to music: always, bland, always generic pop or whatever. But maybe that works too. But this shop you&#8217;re talking about obviously went for that&#8217;s just *different* and abstract. Something that creates a vibe rather than something you hear on the radio every 2 minutes. Smart but a somewhat intuitive idea&#8230;.</p>
			<p class="comment-metadata">Posted 16 Apr 2008 at 3:52 pm <a href="#comment-168111" title="Permalink to this comment" rel="permalink">&para;</a> </p>
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		<li id="comment-171516" class="alt">
			<p class="comment-author"><strong><a href='http://3024world.blogspot.com/' rel='external nofollow'>martyn</a></strong> wrote:</p>
						<p>Hmm never been to a Uniqlo but you&#8217;ve been there a couple times now so they&#8217;re obviously doing something right! Clothing store music is always funny though, it has to bring a certain vibe of being in a cool and trendy spot, but if the music was too cool you&#8217;d focus too much on it and not buy clothes anymore. Then again if the music would be too horrible (or too loud - which it is in many many stores) you&#8217;d leave too.</p>
			<p class="comment-metadata">Posted 19 Apr 2008 at 11:22 pm <a href="#comment-171516" title="Permalink to this comment" rel="permalink">&para;</a> </p>
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		<li id="comment-171843" class="">
			<p class="comment-author"><strong>Will</strong> wrote:</p>
						<p>I remember at the start of the year my friend excitingly sending me an email because he heard Black Beauty by Depayk And Padberg playing inside a Dolce and Gabana store in New York. High fashion store going for high fashion music?</p>
			<p class="comment-metadata">Posted 20 Apr 2008 at 7:33 am <a href="#comment-171843" title="Permalink to this comment" rel="permalink">&para;</a> </p>
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		<li id="comment-172409" class="alt">
			<p class="comment-author"><strong>Matt DC</strong> wrote:</p>
						<p>The music in the H&amp;M at Oxford Circus is kind of terrifying, I&#8217;ve never heard anything that loud in a clothes store in my life. It was mostly commercial electrohouse and the Killers and suchlike but played on such a bad sound system that it just felt really intrusive and made me want to back up and leave the place as quickly as possible.</p>
<p>That sort of mid-90s airy house sounds like it would suit the UniQlo brand kind of well - in that &#8216;you might think its trendy and modern if you&#8217;re 45 but it won&#8217;t put anyone off&#8217; way.</p>
			<p class="comment-metadata">Posted 20 Apr 2008 at 9:29 pm <a href="#comment-172409" title="Permalink to this comment" rel="permalink">&para;</a> </p>
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		<li id="comment-445300" class="">
			<p class="comment-author"><strong>uniqlolover88</strong> wrote:</p>
						<p>uniqlo = a gap verison but more colorful and trendier</p>
<p>H&amp;Ms quality of clothing is cheaply made. and Uniqlo will last you for a good while</p>
			<p class="comment-metadata">Posted 22 Apr 2009 at 3:09 am <a href="#comment-445300" title="Permalink to this comment" rel="permalink">&para;</a> </p>
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