Uniqlo kicks off its new project “SPRZ NY” (coined from “Surprise New York”) with the full support of the Museum of Modern Art (MoMA).

The project began in New York as a means to design products fusing art and elements of surprise. Uniqlo and MoMA have been teaming up since May 2013 for the initiative “Uniqlo Free Friday Night,” which allows visitors to enter the museum free of charge on Fridays from 4 pm to 8 pm. This time, under the concept “Where clothes meet art,” the second floor of Uniqlo’s global flagship located on Fifth Avenue in New York will be fully renewed. The floor will re-open as the SPRZ NY store on Mar 28 and also introduce the first Starbucks at a Uniqlo store.

In line with the opening, the first series of products will include those introducing the artworks of Andy Warhol, Jean-Michel Basquiat, Keith Haring, Jack Pierson, Lawrence Weiner, Ryan McGinness and Sarah Morris. Special edition items based on the artworks selected by MoMA will also go on sale. The collection of tees, outerwear, innerwear and goods will be in Uniqlo stores from Mar 28.

In the US, Uniqlo launches the “SPRZ NY Lucky Uniqlo Line” campaign, which allows Twitter and Facebook users to enjoy virtual lines of people. The campaign is also being held in Japan, Taiwan, China and South Korea. Those who participate can experience off-hour tours of MoMA with a museum guide or have the chance to win a capsule type coffee maker from Starbucks and SPRZ NY shopping coupons.