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 rediscover their roots, we helped concept and execute an experimental store in the Glendale Galleria. Their goal was to make the experience feel more local, human and approachable, like the small retailer that they once were.
By pulling from the Gap archives and researching the history of Glendale, CA (aka The Jewel City), we created a look and feel that has a strong sense of place and a nod to the Gap’s past without going retro-overboard. Handpainted signage, wheatpasted 45 sleeves, a map of the US made of repurposed shopping bags, custom neon, Scout Books and curated found objects were all used to help tell their story.