More disappointment over at Gap with their work with (RED). They've been running window displays with the usual pretty Hollywood people alongside some info for ‘2 Weeks' – which refers to the equivalent amount of cash you can give an African worker for buying a T-Shirt. Or something like that.

On our first visit to their store on Broadway (ear Astor Place) we found the windows full of (RED) messaging and a large merchandizing unit in the entrance after you went through the door. It wasn't quite clear what 2 weeks was about but it was in-your-face : we give you that. We're not too sure why someone's going to walk around with a T Shirt that says ‘all I gave was 2 weeks help' but what was more interesting was the heavy use of the display to promote of the GAP Individuals books. Something that's not part of the (RED) project.

PSFK’s Premium Subscription provides access to a database of over 100,000 articles featuring new ideas, interviews, analysis and opinion on the latest innovation in brand, customer and retail experience.
Already a subscriber? Log in
(powered by Wallkit)