Gap’s latest project lends an artistic flair to the basics-centric retailer: a partnership with the Frieze Art Fair in both London and New York. This marks the first time the art fair has teamed up on a retail collaboration, although last year they partnered up with Joe Fresh on shuttles to and from the fair. Making its debut on May 9th and continuing until the 12th on Randall’s Island, Gap White Space will be a pop-up shop of sorts. Designed by New York-based architecture firm Leong Leong, the space will feature a lounge and café alongside a selection of shoppable merch. Among the wares hanging on the racks, there will be 11 limited-edition T-shirts, a result of a long-standing collab with Visionaire, that feature UV-sensitive fabric. These high-tech T’s were designed by the likes of Yoko Ono, Peter Lindbergh, Richard Phillips, and Alex Katz. Then, from October 15th to 18th, Gap White Space will be revived for Frieze London, where the space will have a stronger focus on the content found within the pages of Visionaire. The partnership between the retailer and the glossy was first celebrated at December 2013’s Art Basel, when Gap and Visionaire’s James Kaliardos and Cecilia Dean unveiled a first go at their T-shirt endeavor.
“I’m excited for Gap to be partnering with Frieze, to bring the Gap White Space experience to one of the most renowned and respected contemporary art fairs in the world,” said Rebekka Bay, Gap’s creative director and EVP of global design, in a statement. “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.”