Gap Re-Images

Broadway is turning into quite the fashion battle ground this fall. With new stores from Esprit (coverage coming later this week), Mexx, and also The Gap, a surge of renovation is underway from Astor Place to Canal Street.

I had a preview of the new Gap concept last week in Denver at a store that opened in June. They’ve really tried to build more personality in and distance themselves from the white boxes and light wood which was historically a trademark. The new shops feature clearly designated product areas with unique visual merchandising and color and material accents. Denver made generous use of real light oak planks at the checkout and some display tables.

The overall concept is clean and modern but not as trendy as H&M. The clothes to present themselves better in the new space and it’s easier to shop.

We’ll have a follow up on IF when the new Broadway store opens it’s doors in a few days. The photo at the right starts to hint at some of the elements in the space including the curtain dividers.