As Uniqlo prepared to open its new Williamsburg store, the brand partnered with Overall Murals and Japanese visual artist Hiroshi Masuda to create a large-scale hand painted mural that connects art and community in the heart of the neighborhood.

Masuda fuses pop culture, Buddhism, and mitate (見立), meaning “seeing anew,” to create bold and thought-provoking works that invite viewers to reconsider the world around them.

His mural for Uniqlo is an extension of the work he produces and highlights the power of artist collaborations in humanizing a brand while drawing the community to the wall and ultimately to the clothing brand’s store opening on March 20th.

Uniqlo sought out our Williamsburg wall for its scale and proximity to their new store on 187 Kent Ave, Brooklyn, NY 11249. The wall also marked the largest surface Hiroshi has ever painted. Reflecting on the moment, he shared,

 “In 2018, during my world journey, I stopped in New York and drew on the streets of Williamsburg. So to now create a mural at this scale in the same place, honestly, I’m the one who is most surprised.”

The mural itself is a tribute to Williamsburg and the experiences that have shaped the neighborhood. Hiroshi explains, 

“I was inspired by the history and culture of Williamsburg. Learning about its history made me feel even more connected to this place. It also reminded me that we are not isolated individuals. We are part of a relay. We receive a baton from the past and pass it to the next generation. That relay creates today’s Williamsburg and today’s us.”

His concept weaves the local spirit of Williamsburg into the mural while positioning Uniqlo as a culturally relevant brand within the neighborhood. By commissioning a Japanese artist whose work resonates with the community, the project connects the brand’s heritage to Williamsburg's creative identity in an authentic way.

The mural received 802K+ impressions over the course of the month. Our Content Creation team also met with Hiroshi to interview him about the process and document the work.

The goal was to extend the storytelling beyond the wall and showcase the voice and perspective behind the design, adding depth and allowing audiences to connect with the mural's story and the artist behind it.

The interview can be found below.

WE’RE INTERESTED IN HOW YOU BEGAN YOUR JOURNEY AS AN ARTIST. WHY DID YOU DECIDE TO BECOME AN ARTIST?

HIROSHI: In 2017, I started a journey around the world.But in the very first country, I was drugged and robbed of $10,000. I had to find a way to continue traveling, so I began drawing on the street. That experience changed everything.The street became the starting point of my life as an artist. After that, I traveled to 75 countries,and now I’m based in New York.

WHAT INSPIRES YOUR ARTWORK?

HIROSHI: My work begins with one question:What does it mean to be human today? I don’t simply paint a person.I see human beings as an emergent phenomenon — something created through the interaction of molecules, history, culture, and relationships. For this mural, I was inspired by the history and culture of Williamsburg. Learning about its history made me feel even more connected to this place.It also reminded me that we are not isolated individuals. We are part of a relay.We receive a baton from the past and pass it to the next generation.That relay creates today’s Williamsburg — and today’s us.

HAVE YOU EVER HAD YOUR ART PRODUCED AT THIS SCALE AND HOW DID YOU FEEL SEEING YOUR WORK AT THIS SIZE?

HIROSHI: This is the largest work I’ve ever created. I’m deeply grateful for this opportunity.In 2018, during my world journey, I stopped in New York and drew on the streets of Williamsburg. So to now create a mural at this scale in the same place…Honestly, I’m the one who is most surprised. Life is surprising.

HOW WAS IT SEEING YOUR WORK PAINTED BY ANOTHER TEAM (OM)?

HIROSHI: The day before the first painting day, we had a huge snowstorm. Even under those conditions, the team did an incredible job.I’m very grateful to the artists who brought the mural to life. Seeing my idea take shape through their hands was very moving.It became something bigger than just me.

YOU HAVE EXPERIENCE IN BOTH TOKYO AND NEW YORK. WE’RE CURIOUS HOW EACH CITY INFLUENCES YOU?

HIROSHI: In Tokyo, people take their roles very seriously.For example, a bus driver is fully dedicated to safely transporting passengers as a professional. In New York, before being a bus driver, they feel like a human being first.They suddenly ask me, “Where did you buy that canvas?” In New York, everyone feels like the main character of their own story. In Japan, I’m influenced by the atmosphere of discipline and responsibility —and by the playful creativity that appears because that structure is so strong. In New York, I’m influenced by the energy of individuality —the feeling that everyone is a main character. Both cities shape me in different ways.