Fall into the Gap


PROJECT: Gap Retail Stores
SERVICES: Strategy

Gap widely known as the quintessential American clothing company, was born and raised in the Bay Area. Back in the 1960’s Donald and Doris Fisher were desperate to find some jeans that actually fit. Inspired by their struggle, the couple raised $63,000 to open their own store. On August 21st, 1969, the Fishers opened the first Gap retail store on San Francisco’s Ocean Avenue, selling primarily Levi’s jeans and LP records. The store gained popularity quickly, eventually leading to 135,000 employees and 3,727 stores around the world. Between 1960 and today, the gap found it’s self in need of strategic branding. Beginning in 2000 the Lab team worked together with designers and architects to evolve the retail experience while maintaining the essence and character of the brand.