We were appointed by Gap’s European team to reinvigorate the store design and give the brand more relevance in the European market. We designed a new store concept, that takes its inspiration from the very first Gap store which opened on Ocean Avenue, San Francisco in 1969.

The new concept builds from the same foundations: a white box – a bold celebration of the brand; a painted concrete floor; great graphics and original thinking. In the heart of the store is heart of the brand: denim. An echo of the shopfront, a translucent blue glass monolith sits in the centre of the store, bearing Gap’s denim collection on dark oak shelves. Curving around this centrepiece, a stepped display unit, akin to stadium seating, shows the key styles. Above, an illuminated translucent canopy washes the space with a soft, diffused glow.

Initially commissioned for a European roll-out, elements of the scheme now form the basis for the global concept, taking the Gap message of relaxed confidence to a new generation.

Designed by Dalziel and Pow