design:retail - March 2018 - 79

079

← The Old Navy shopping experience
combines fun and
playfulness with an
industrial appeal.

of business from 11 p.m. to 2 a.m., when the stores
close.) However, they are prepared for the future as
they gain comfort with the volume and new location. The classic cashwrap is comprised of smaller
stations positioned together, so as the team adjusts
to the learning curve, there is the opportunity to
depart from the traditional model.
From a finish perspective, wood floors have
always been a signature material for Gap. Due
to the advancements in ceramic tile, the Times
Square location is now featuring tile floor that
offers the plank look of a French oak floor. This
product not only offers a durability benefit, but
it also supports a lighter, more contemporary
and relevant aesthetic.
The team played with subtle material and color
changes that create an overall consistency while
offering a unique experience in distinct areas.
For example, the fixture, ceiling and trim details
that are predominantly white change to wood
and black accents in the denim area, and metal
becomes a signature accent in Gap Body. The Gap
blue transitions to a pale blue hue in the kids' area
and a structure that resembles the framework of
a house is used to highlight infant clothing.
The Gap experience is given modern touches
while maintaining a classic appeal that is communicated architecturally with details, such
as finished ceilings, mirrored columns and refined fixtures.

A NEW OLD NAVY
At Old Navy, an all glass storefront was the
strategy used to achieve transparency, allowing
passersby to see right into the store. The store has
the ability to explore marketing opportunities
using the three-story glass façade. The oversized

logo presentation, colorful graphics and views of
multiple levels of merchandise entice shoppers
with playfulness-the essence of Old Navy.
Part of differentiating the two brands as they
interact side by side is playing off their strengths.
While Gap has the more classic, refined appearance, Old Navy is about fun and playfulness
with a more industrial appeal. The space features a polished cement floor, open ceilings, and
exposed beams and ductwork.
In the spirit of playfulness, a platform of mannequins was also placed overhead at Old Navy
with projection screens. Visitors walk underneath
and the display sequence draws them through the
store. The ground floor of this shopping experience includes a section of New York-focused gift
items. A fun caricature commentary on the wall
is a featured visual element as customers travel via
escalator to the second floor. The overhead tube
lighting continues enhancing the sense of movement and providing a fun wayfinding cue.
The second level features a major, overthe-top denim presentation adjacent to the
windows. And while the glass façade helps
entice customers inside, binocular viewfinders
at the windows give customers the opportunity
to look out at the street activity for some exciting
Times Square people-watching. The second level
also features a make-up vanity in the beauty
section that gives customers the chance to test
products (it is the largest in the fleet).
The third level heightens the fun for kids. A
dynamic oversized polka-dotted dog, hopscotch
on the floor and a polka-dotted "food truck" fixture add playfulness. The food truck is an area
that allows for presentation flexibility, the ability
to create an ever-changing display.

Just like Gap, Old Navy offers spacious dressing
rooms with the ability to complete transactions.
Tablets offer look books for additional shopping,
as well as games to entertain children. Digital
screens throughout the store feature social media
feeds encouraging customers to browse, interact
and share the looks they love.

ELEVATING THE EXPERIENCE
This is a supersized Gap and Old Navy experience focused on customer service. The company
was committed to elevating the aesthetic and
featuring the latest technology and innovations,
including omni-screens and tablets. The clean
and modern approach to the design combined
with the customer-focused amenities and even
the important role of music makes each store a
memorable destination.
"Placing experiences such as the portable
POS, spacious dressing rooms, etc. into this
store is our future direction," Brady says.
"We are trying to make less designated areas
and make it easier for the customer to engage
with sales associates. We want to make the
experience in-store a learning experience
and evolve the service model to better serve
the customer."
Gap Inc. believes the brick-and-mortar experience is still an important part of retail. It's
about marketing the touch and feel, the more
personal and engaging side of the brand, and
creating conveniences like mobile checkout and
in-store pickup. For them, the success of this aspect of retail revolves around best serving the
customer experience, and the new Gap and Old
Navy Times Square lineup shows their commitment to elevating that experience.

HOUSE OF BRANDS
In addition to elevating the
look, feel and experience of
its Gap and Old Navy brands,
Gap Inc. is simultaneously
growing and continuing
development of two other
popular brands with distinguished experiences within its
collection of brand offerings.

ATHLETA

Since Gap Inc. acquired Athleta in 2008, the brand
has been continuously evolving. While the intent
was to continue online with a few brick-andmortar stores in key locations, brand success has
altered that strategy. Due to the incredible success,
they have even expanded into girls' activewear.
Brady finds this brand in particular to be elevated
by the individuals working there. They all seem to
consistently have a connection to the core of the
brand-a passion for fitness. The employees are
driven and so is Gap Inc. to continue the evolution
of Athleta.

BANANA REPUBLIC

Just like Gap and Old Navy, the company also is
elevating the Banana Republic experience. Here,
too, is the challenge of how to create the delicate
balance between maintaining the integrity of the
brand while evolving it. Transparency is again a
priority with increased visibility from the storefront
in locations such as the Flatiron in New York City.
With its more refined palette of a lighter wood-look
ceramic floor and black architectural detailing and
accents, the goal has been to make the floor plan
less compartmentalized and more open, using
fixtures to define space and experiences.

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