Gap wasn’t always the mega-brand that it is today: started by Don & Doris Fisher in San Francisco in 1969, it was a single-location shop that focused almost exclusively on vinyl records and Levi’s jeans. Flash forward 40+ years, and Gap has become the largest clothing retailer in the US.

In an attempt to both rediscover their roots tell their story of today, we helped concept and execute an experimental store in The Grove, located near the historic Farmers Market on 3rd & Fairfax. Their goal was to make the store experience feel more local, human and approachable, like the small retailer that they once were.

We installed an enormous global map, made entirely out of Gap shopper bags assembled by hand. Neon moments are sprinkled throughout the store to help give a sense of place, and the dressing rooms are outfitted to tell their stories of social responsibility and of their history. We constructed and hung a giant flag of California out of 1969 denim (and its parts), and the two-story elevator shaft is emblazoned with jeans buttons assembled to spell out “1969: Designed on West Pico Blvd.”

In all, we told several stories through a series of different installations throughout the store, and maintained a singular voice.



L/R arrow keys slide images.
UP/DOWN switch projects.