Bicqlo—the much-hyped Bic Camera and Uniqlo mash-up store—opened in Shinjuku today. And for those who weren't aware yet of its impending existence, the floors of the JR station in Shinjuku were papered with announcements. Plenty did seem to know, as there were plenty of people inside (and plenty of press leading up to the opening). It wasn't H&M-opening crowded (no lines to get in after the initial early birds got inside), but there was still a healthy line for the dressing room and enough pushing and shoving to make one question Japan's prevailing image as a polite and orderly place.

So what exactly is Bicqlo? Sadly, not much more than an ordinary Bic Camera with a Uniqlo sandwiched in the middle. Fans of both brands might be tickled to hear the familiar Bic Camera theme song give a nod to Uniqlo, or see Uniqlo staff wearing Bic Camera-style happi coats. The merchandise, however, save for a few in-store-only Uniqlo items, is essentially the same.

It is all also the same color. As Uniqlo mannequins wearing the brand's new fall line-up and accessorized with Bic Camera goods (cameras and electric kettles, for example) demonstrate, everyone seems to be working from the same color forecasting charts. Good news for those who want to match their jeggings with their appliances.