Just got back from New York! We were there working on production for Gap’s White Space concept store. Every month A Squared Group helps Gap transform the storefront adjacent to the flagship at 54th Street and 5th Avenue to showcase hot items, limited edition clothing and unique partnerships with other hip companies. In the past, the White Space has hosted a (PRODUCT)RED pop-up, domestic Collette store and custom t-shirt shop.
January is all about color in the white space! To bring shoppers some warmth and optimism during the cold dreary days of winter, Gap teamed up with PANTONE to feature an array of t-shirts in 25 trendy colors. The store also features a limited edition t-shirt in Mimosa, PANTONE’s color of the year for 2009. It’s only available in the White Space and until supplies last. A Squared Group was on the ground last week converting the blank space into a virtual painter’s palette of bright, bold colors. The results are warm, modern and clean, just the thing to make you forget that it’s 20 degrees outside!
Is your child the next face of babyGap and GapKids? Gap’s annual Casting Call contest gets off the ground today online at www.gap.com/castingcall. This year, A Squared Group is helping Gap take the ever-popular competition to the next level. Over the course of the casting call, A2G will be visiting over 40 babyGap and GapKids stores to offer free children’s photography to aspiring kid models. We will be setting up a mini-photo studio in stores, giving the up-and-comers a chance to pose their way into the next Gap ad campaign.
Using special camera technology, the casting call team will photograph each child and give them their own coded card. Families will be able to go home, log onto the casting call site and see their photos. They are then free to use their “Gap Ad” shots to enter the competition! For a list of participating store locations visit here.
What inspires you?
Gap wants to know what people are inspired by this election year, so A Squared Group is hitting the road to find out. During September, we’re traveling to over 15 Gap stores across the country to customize blank Vote For ______ T-shirts to get a feeling for what Gap customers are passionate about. The best of the T-shirts will be chosen for display in Gap windows during late October.
This is self-expression at it’s best, so anything goes. So far we’ve seen hundreds of T-shirts and no two have been the same. We’ll keep you updated on the best of the best and who makes it to the windows during election time.
