TAKING THE SUBWAY: Gap began advertising on New York City’s MetroCards on Monday to promote its remodeled flagship on Broadway and 34th Street, which reopens Wednesday. The card reads “Be Bright NYC” on the back, offers a 20 percent discount on regular-priced items through Nov. 18, but not third-party brands. The Gap MetroCards are available at booths and MetroCard vending machines at 10 stations around Grand Central, Herald Square, Union Square, Penn Station, Columbus Circle, and on Lexington Avenue at 53rd, 59th and 86th Streets.

“Because the MTA MetroCard is an iconic element of every New Yorker’s life, it felt like an appropriate vehicle to promote the opening of our newly remodeled flagship store,” a spokeswoman said. She said the remodeled flagship is downsized and follows the same format as the majority of the fleet but tests some new ideas. “One of the biggest changes you’ll see is the storefront.” Inside, “each division — men’s, women’s, baby, kids and body — has its own distinct moment within the store, defined by things like architectural details and unique fixtures.” The store also has multimedia screens for marketing.

This story first appeared in the October 9, 2012 issue of WWD. Subscribe Today.

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