The trendy transient shopping centre of Shoreditch is many things to many retailers. Boxpark has been home to new brand launches, curious collaborations, assortment edits, entries into the UK market and a physical presence for marketing campaigns and promotional activities.
What can’t be denied is the sizeable amount of serious cool kudos that a Box can bring to any brand that opts into the culture. With this firmly in mind GAP, the ever-present anchor of every shopping centre from Manchester to Westchester, every high street from Tunbridge Wells to Indian Wells, has taken up temporary residence to add a much needed boost to its receding reputation.
Taking up two units GAP focuses on its current campaign slogan “Black is a Colour” bringing the proposition to life with a seasonal edit for both men and ladies fashion. Stripping away the expected assortment, the colour spectrum categories of casual shirts and blue denim displays, the assortment stands starkly exposed in moody monochrome.
The Boxpark dimensions offer an ideal space for this proposition statement supported appropriately with stripped back graphics and fundamental fixtures. Introducing an existing brand to a potentially new audience is never easy but this unique setting is an opportunity to purge some of the brand prejudice and present a clean slate in the education of a new generation.
Back in black but looking to a brighter Boxpark inspired future.
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VM-unleashed has worked with a number of brands and retailers on developing and evolving their store formats from flagship stores, chains and 3rd parties through to pop-up stores.
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