Reminding consumers of its roots as a small-scale retail disruptor, Gap has partnered with East London hotspot Lion Coffee + Records on a short-term music and hospitality space at its London flagship on Oxford Street.
Tracing a line back to the fashion brand's launch in 1969 – when it solely stocked Levi's and LPs – Gap x Lion sells a small selection of new releases and classic reissues on vinyl, plus coffee and food. Located on the ground floor, the 10-seater café boasts coffee by London-based roasters Allpress and locally sourced food from independent traders. Visitors can also listen to music on wall-mounted headphones.
Additionally, the space hosts weekly live performances from established and emerging singers, DJs and musicians, orchestrated by Lion Coffee + Records' founders – record label owner Maired Nash and Christopher L. Hayden, drummer of indie rock band Florence + the Machine. See also Music Meets Retail.
The pop-up runs until April 16 – international Record Store Day.
The experiential economy holds much mileage for retail – 72% of millennials would like to increase their spending on experiences, and 69% say their experiences make them feel more connected to their communities, other people, and the world (Eventbrite, 2015). For more on the booming value of such initiatives, see GlobalShop 15: Experiential Design, Hybrid Lifestyle Venues, Immersive Brand Spaces and Active Flagships.
See also Monetising Brand Heritage.
For more on Gap's retail strategy, see Pop-Ups Evolve: Cultural Collisions and Bompas x Gap: Conscious. For more on global-localism, see Specialise to Survive, the Value of Made In and Frenemies: New Retail Collaborations.