ART EFFORT: Gap is getting in on the mutual fascination between the fashion and art worlds, partnering with the Frieze Art Fair in New York and London. New York comes first, from May 9 to 12 on Randall’s Island, and will feature Gap White Space.
Billed as “ a unique outdoor experience,” according to a statement, the White Space sounds like a pop-up shop. It’s a collaborative effort between Gap, Visionaire and the New York-based architects Leong Leong that will feature a lounge, café and arty merchandise, including 11 limited-edition T-shirts by artists including Alex Katz, Yoko Ono, Richard Phillips, Ugo Rondinone, Peter Lindbergh, Francois Berthoud and Roe Ethridge. The shirts are made with UV-sensitive inks that change colors when exposed to sunlight.
This story first appeared in the April 28, 2014 issue of WWD. Subscribe Today.
The Gap White Space will be reprised for Frieze London in October in Regent’s Park, this time with a focus on themes and art featured in Visionaire. “With this being the first time Frieze has partnered with a fashion brand to create an experience, Gap is moving collaborations forward and allowing people to access contemporary art in a different way,” said Rebekka Bay, creative director and executive vice president of Gap Global Design.