The new digital experience seems to be modeled after the motions of touchscreen interaction.
Gap 1969 has launched a new site, appropriately titled Gap 1969 Stream. Described as ‘the ultimate destination for denim fans: an endless collection of looks, videos and inspiration from fashion insiders, bloggers, artists and more,’ the site is a streaming collection of relevant content – street style photographs from blogs, mentions in fashion editorials, ad reprints, shots of celebrities wearing Gap jeans, and other editorial coverage. Overall, it’s a fairly well-designed, comprehensive grouping of interesting, relevant brand and fan content. But the more interesting question is whether the brand’s iPad application launched later last year influenced the site’s design and function.
The site moves and streams as it would were you interacting with a touch screen – but instead, controlled by your mouse. You can select one piece of content to focus on, which then demonstrates all related content beneath it. We’re not sure if this is a ‘first’ or truly unique – but given the timing of Gap’s 1969 Stream app for the iPad last year, we can’t help but wonder if this offers an example of how content designed for interaction on an iPad or other, smaller screen can actually serve as the model to design respective content and functionality for interaction from a PC or laptop.