The live printing activation has been designed by agency YR Live, and aims to give guests a modern experience of the brand while still celebrating its heritage that harks back to 1969.
Guests will be able to print personalised designs across Gap's premium cotton range, and can choose from a selection of pre-set Gap style slogan graphics in jet black and rainbow colourways. The brand will be diving into their archives of 60’s, 90’s and noughties slang, with slogans such as 'Groove and 'Stay Loose'.
A selection of 90s slogans will read 'What's the 411', 'Chill Pill', 'Whatever' and 'As If', while noughties slogans will be targeting millenials with phrases such as 'Obvs', 'I Can't Even', 'Sorry-Not-Sorry' and 'Basic'.
The pop-up will open tomorrow (18 March) at the Gap store in Covent Garden, and will welcome guests until 19 March.
In January, Gap teamed up with fitness and diet experts to host exercise classes at its flagship store in London's Oxford Street. Throughout the Geneva Motor Show, YR Live created a printing activation for automotive brand Seat.
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