GAP Inc 2007-09 > words
A large multi-national high street chain was a considerable change from my previous employment. My work to date was exclusive, limited edition prints and one off installations. The change in scale that Gap Inc facilitated allowed many more three-dimensional as opposed to two-dimensional opportunities, all be it within a very restricted pallet.
GAP Inc sells in quantity. Quantity has an aesthetic derived from the organisation of batching, grouping, collation and proximity. Spatially this makes a rich tapestry of fabric and colour that appears at first chaotic but is highly logistic and considered. The challenge at Gap Inc was to deliver aesthetically appealing spaces out of this tapestry whilst enhancing sales through overall organisational clarity and locally with proximity, incitation, impulsion and associative purchases. Clear zoning, grouping and speed of sales are intrinsic to this brand.