WHITE SPACE  -  January 2014

To celebrate the New Year, GapFit installed a wellness focused concept store in the White Space. 

The carefully curated and specially designed store included a selection of GapFit apparel and third-party health-inspired products to complement the Gap aesthetic and mindset.

Taking inspiration from the outdoors and New York’s Highline, the store aimed to “bring the outside in” through design features including a green wall and natural wood accents.  

To complement the GapFit collection, handpicked product from third-party companies was available for purchase. Each item designed to nourish the body and the mind. This included a Martone Cycling Co. bicycle, Indie Lee Skin Care products, Prtty Peaushun body lotions, S’well water bottles, Natural Fitness and Rejuvenation exercise accessories and Caldrea Aromatherapeutic Homekeeping sport wash. 

WHITE SPACE  - February 2014

BabyGap partners with Paddington Bear in an exclusive collection inspired by Paddington Bear featuring drawings from the original Peggy Fortnum book illustrations.

The White Space walls took over to embody the spirit of “Adventure Awaits” through a fun, global narrative that will celebrate the history of Paddington himself traveling from Peru, to London and extend his traveling adventures to the GAP white space locations (New York & Tokyo).

Each wall within the White Space captured the spirit & adventures of the 4 hero cities creating a fun & educational coloring experience.

The collection was carefully edited and curated to show the most emotional and special items.

WHITE SPACE  -  March 2014

Lived-In White Space embodied the essence of authenticity, individuality and a confident expression of self.

Positioning the iconic products (denim, khaki, wovens, tees) as the clothes you choose to live your life in (offering the spirit of “lived in” clothing that will be with you now and into the future).

The space was designed with that in mind, and with a modern crafted aesthetic, down to the individually wrapped purchases, and take home Gap tote bag.  Books were also available for purchase.

Gap’s brand DNA is grounded in authenticity, individuality and a confident expression of self. Lived-In is how the customers are living their lives - more personal, more real and more meaningful than before. 

WHITE SPACE  -  April 2014

EVERYONE LOOKS BETTER IN A BLUE SHIRT.

Blue Shirt - this installation became a cleaner expression of the brand, focusing on an iconic product and signature for Gap.

From my 1st shirt to my next shirt. It has to be a Blue Shirt.

We updated the Lived-In space from the month prior to EVERYONE LOOKS BETTER IN A BLUE SHIRT, painting the entrance wall in a bright Yves Klein blue to compliment the blue shirts in their purest form.

The modern crafted aesthetic remained, down to the individually wrapped purchases, and take home EVERYONE LOOKS BETTER IN A BLUE SHIRT tote bag.  Books were also available for purchase. 

GAP LOUNGE at FRIEZE ART FAIR - May 2014

Frieze

Established in 2003 by the founders of Frieze magazine, Matthew Slotover and Amanda Sharp, Frieze London is one of the world’s leading art fairs and takes place each October in Regent’s Park, London. In 2012 Frieze established two further art fairs, Frieze New York, which takes place on Randall’s Island, Manhattan each May, and Frieze Masters, which coincides with Frieze London and is dedicated to art from ancient to modern.

In a first ever, Gap partnered with the contemporary art fair Frieze, kicking off with the New York art fair in May 14 and continuing with Frieze art fair in October in London.

This was the first time Frieze had partnered with a fashion brand to create an experience, allowing Gap to move collaborations forward giving people access to contemporary art in a different way. 

We created a unique version of the White Space for the Gap Lounge overlooking the East River, in an environment designed to bring to life and showcase the Gap x Visionaire 2014 Solar Collection.

People were able to come into the Gap Lounge and hang out, enjoy some coffee, view and purchase the T-shirts in a gallery format.

GAP LOUNGE at FRIEZE ART FAIR - October 2014

Frieze

Established in 2003 by the founders of Frieze magazine, Matthew Slotover and Amanda Sharp, Frieze London is one of the world’s leading art fairs and takes place each October in Regent’s Park, London. In 2012 Frieze established two further art fairs, Frieze New York, which takes place on Randall’s Island, Manhattan each May, and Frieze Masters, which coincides with Frieze London and is dedicated to art from ancient to modern.

In a first ever, Gap partnered with the contemporary art fair Frieze, kicking off with the New York art fair in May 14 and continuing with Frieze art fair in October in London.

This was the first time Frieze had partnered with a fashion brand to create an experience, allowing Gap to move collaborations forward giving people access to contemporary art in a different way. 

We created a unique version of the White Space for the Gap Lounge in Regent's Park, in an environment designed to bring to life and showcase all 45 T-shirts and Sweatshirts from all Gap x Visionaire 2014 Collections. 

Everyone was able to look back at the whole collection through product, print, music and technology, in an environment of wood and holographic materials. The T-shirts and Sweatshirts were hidden behind individual wooden doors, a few left open and most deliberately left closed so that visitors were able to experience the element of surprise once they opened the doors themselves. Visionaire Issues were on display to enjoy as were videos of the collections made by Visionaire.