When the Old Navy pop-up shop opened in Shanghai a week ago, it took two cranes to install the 6,714-pound logo sign. It came in nine pieces, and fully assembled, stands more than 15 feet tall and is 50-plus feet long.
We think it’s fitting that this Old Navy pop-up, the first in China, would debut with this ‘big store, big sign’ moment — we’ve been looking forward to this ever since we launched the first Old Navy in Japan in 2012 (the first outside of North America!).
Store employees created a special dance — the “Shanghai Shuffle,” and breaking into it about once an hour every day, to show that quirky, fun Old Navy spirit. Thousands of customers were introduced to the brand with Old Navy popcorn, a video wall, tokens to redeem for gifts after grand opening, a fun picture-taking station, and of course, Old Navy logo tees and hoodies for sale.
The pop-up itself is pretty small, sitting in the front section of what will become the actual store — opening in early March.
“The best news is that customers were lining up on the first day to check out our store and buy their first Old Navy logo tee,” said Ken Norcross, Head of Stores and Operations for the Old Navy China business.
The brand opened 17 stores in Japan in 2013 (after that first store in 2012); the next natural step was China.
“Old Navy is a unique brand with a compelling proposition offering current American fashion essentials at accessible prices for the whole family and we believe it fills a gap in the marketplace here,” says Jeff Kirwan, President of Greater China for Gap Inc.
“Our team is excited to introduce this great American brand to customers in China this March.”