Wednesday, February 22, 2006

B+


It's amazing how freaked out salespeople get over taking pictures inside of stores. I managed to snap a few of the new Gap interior before the manager told me, "Please do not do that here." Usually I would explain my journalistic tendencies but I could tell it was not going to matter.
I have to say the Spike Jonze's commercial was better than the end result. I felt like the green walls were derivative of J.Crew's colors and the photo displays more than hinted at Banana Republic (bulk discount?). The one touch of originality was the edgy blackboard divider near the jeans. It had potential to create a younger, hipper Gap. If that is what they are going for.

The highlights included a new branded blue doorway that acts like signage on a highway. Now you can spot a Gap as you walk down the Mall's boulevard, just count the number of doorways to babyGap or Gapbody. Oversized mirrors dominanted making it easier to find them. Better spot lighting made fluorescent green look good on everyone and interesting shelving broke up the sightlines as you scan the store.

7 Comments:

Anonymous David R said...

This reminds me of the time I tried to do this for a friend of mine near Union Square...I failed at the Gap, but at Banana Republic one salesperson came to me when I started taking photos and asked "are you from corporate?" Without hesitation I said "yes, I'm here on assignment" which worked perfectly and I had free range of the store.

7:11 PM  
Blogger jazz said...

Good tip, I'll try to use that next time.

11:49 PM  
Blogger Emad said...

hi, does it hurt to have personal photos from a store or it comes to interior design competition?? in case it's allowed why you just don't tell the truth? "I'm gonna take some pictures for my private and non-comercial archive?

7:01 AM  
Anonymous Anonymous said...

actually I work for the Gap and I think the reason they don't allow photos is for competitive reasons, but I don't really ask anyone at our store since it's hard to keep up with and does anyone really want to copy the Gap right now? :( and also I think the store you took pictures of is what they call a L&C store(stands for Lewis and Clark)...supposed to be more "up-scale" than others

11:52 AM  
Anonymous Anonymous said...

I work for GAP, inc and the reason they do not want you to take pictures is for two reasons: 1. If a customer is in the photos we do not have authorization to take or have anyone take photos of them and we could get sued. Esp. if they are minors. 2. From a Loss Prevention aspect to deter Organized Retail Crime. So Shoplifters cannot make a plans how they are going to steal from out stores.
Otherwise GAP could careless as they put pictures of the inside of their stores up on their own website (gapinc.com). Even gives the specs on how the store is built.

1:24 PM  
Blogger jazz said...

I can understand wanting to reduce shoplifting but most people who do that are not going to be deter easily. As for minors, my photos rarely have people in them because design is my focus.

6:08 PM  

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