The Problem

When it launched in 1969, the Gap was a young store that sold only jeans and music. In the ‘90s, Gap was both a leader and innovator. More recently, the company has been slow to identify and roll out new trends. The brand hasn’t established a real connection to millennial consumers. 

The Solution

The Demin Studio is a pop-up store where the brand’s original spirit and record section are incorporated. Shoppers are moving away from spending on apparel and moving towards spending on experiences instead. Through this campaign we create an environment fueled by music and pop culture that allows shoppers to connect with the brand culture in a more personal way.

The different areas of the store are color coded by the music genre they represent, paying tribute to GAP's original musical, young spirit.


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