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From Russia, with paint

CompanyAbinta Malik, SVP, Gap OnlineComment

Little artists at work in the Metropolis GapKids store in Moscow.

What kid wouldn’t love to paint all over a wall? And what parent wouldn’t want a picture of it … as long as the wall in question wasn’t theirs? Our Moscow and St. Petersburg GapKids stores had some great events lately, inspired by the brand’s cute-as-all-get-out Portobello Road campaign.

The stores set up walls designed by local professional artists to resemble black-and-white versions of the Portobello Road backgrounds -- like mural coloring books -- and kids were invited to get creative with the colored paints. Photographers snapped pics of the junior artists at work. If their parents presented the photos at checkout, they got 20% off of their purchases. Cool, huh? I love the way our brands around the world think up unique ways to connect with their local communities. Just one more reason I’ve got to go to Russia someday …