Japanese fast-fashion retailer Uniqlo has booked the high popular ad space on the back of public buses in Paris to inform the public about the Oct. 1 opening date of its highly anticipated new 2,000-sq.-meter plus store near the Opera in Paris. The retailer follows in the footsteps of the Spanish competitor Mango, which often books the ad space to promote its collections. Uniqlo published the official date of its opening just one week ago, due to a delay in the construction of the shop. A big opening party for the store has been planned for Sept. 30, the first day of the prêt-à-porter-shows in Paris.

—Barbara Markert