Gap hunts for cool

Gap is reinstating its cool credentials after the online furore that followed its somewhat misguided logo redesign, by aligning with everything that’s good about design at a one-of-a-kind pop-up store in New York City.

The US fashion retailer has developed a unique retail space on 5th Avenue in a unique collaboration with the popular design blog Cool Hunting, which will focus on innovative design, artisan craftsmanship, and an array of wonderful objects for design lovers to fawn over.

The venue will be entirely curated by Cool Hunting staff with all products selected from independent companies based in the New York region. The eclectic mix will also include exclusive on off creations and a series of Cool Hunting collaborative design concepts, such as custom made kimono-covered skateboards by Zillion and Outlier cycling caps. Most of the limited edition product will be available to win as part of a raffle supporting a local NYC charity.

The store will also host a series of special evening events which will include workshops and meets and greets, all sound-tracked by music from local NY musicians. This side of the promotion echoes recent activity from Levi’s, which have aligned with craft in local communities.

It’s a win/win for both parties. Cool Hunting nets its first proper physical store presence, enabling it to push its core digital product – via iPad connections - at the same time as showcasing its talent for spotting covetable objects.  Meanwhile Gap gets kudos for enabling the whole event to happen, bringing some much needed cool to the house of blue.

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