Gap has announced a partnership with the contemporary art fair Frieze, kicking off with the New York fair in May and continuing with Frieze fair in London. As part of the partnership, Gap has designed two unique outdoor experiences, called Gap White Space at Frieze, in collaboration with New York-based architects, Leong Leong, to welcome guests at the Frieze Art Fair locations in Randall’s Island, New York and Regent’s Park, London. These experiences are named after the White Space rooms found in select Gap flagship stores across the globe. These rooms feature and test the brand’s newest and most cutting edge items, allowing shoppers to experience Gap product in a unique and exciting environment.
“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, Creative Director and EVP Gap Global Design. “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.”
At Frieze New York, which runs from May 9th – 12th, Gap will present its newest collaboration with the limited-edition art and fashion publisher, Visionaire. Overlooking the East River, the Gap White Space will be an area for socializing and shopping alike, accessible through the main tent structure or the outside riverfront walkway. An interior café will provide a lounge for visitors where they can relax and leisurely shop.
“As a company with a long history of supporting the arts, we’re thrilled to partner with Frieze,” said Stephen Sunnucks, President Gap. “This partnership celebrates art and fashion and enables people to experience Gap in a new and unexpected way.”
The latest installment of the Gap and Visionaire collaboration featured at Frieze New York includes 11 collectible artist t-shirts which transform colors when exposed to direct sunlight through UV sensitive inks. The limited-edition range features artworks by Alex Katz, Yoko Ono, Richard Phillips, Ugo Rondinone, Peter Lindbergh, Francois Berthoud and Roe Ethridge
In October at Frieze London, Gap and Visionaire will launch the final installment of their ongoing collaboration celebrating themes and art from past and future issues of Visionaire.
“I am really delighted that Frieze is partnering with Gap as they come from a strong art heritage, and this project showcases that interest,” said Amanda Sharp, co-founder of Frieze. “The pop-up structure at Frieze New York, designed by Leong Leong, will provide relaxed seating overlooking the river, a complimentary coffee bar and a non-traditional retail space highlighting their recent project with Visionaire and contemporary artists. It will add to the enjoyable experience of the fair, and be a destination for visitors.”