New York – YEEZY GAP is taking over the Gap flagship store in Times Square, as the partnership between the affordable fashion brand and multi-hyphenate artist Kanye West continues. The memorable retail event marks the first time that products from the collaboration will be available in stores.
To introduce the collection, the Gap flagship has been redesigned in keeping with the utilitarian aesthetic of YEEZY GAP and Kanye West's affinity for simple, minimalist style. Rather than being displayed on clothing racks and tables, items from the much-hyped collection are thrown on the floor in giant sacks that indicate the price and size of the clothing inside. As a result, the retail experience is much more like thrifting than shopping in one of New York's most commercially conventional areas.
By subverting our expectations and developing a new retail language for high-low collaborations, YEEZY GAP is generating a unique shopping experience that embraces the rise of Hyperphysical Stores.
Take inspiration from YEEZY GAP’s less-is-more approach and create a retail experience that focuses on the fundamentals rather than excessive visual merchandising