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Gap represents at Frieze New York

CompanyAmelia Hart, Gap Inc. bloggerComment

Last Sunday, this new(ish) New Yorker hopped a Ferry to Randall’s Island.  I have to tell you, for a girl who grew up in a land locked state (cue Original Broadway Recording of Oklahoma!), ferry rides are still pretty novel, you know? Anyway. The sun was gorgeous, the East River magical, the bridges Gatsby (…at least one of them), and we were en route to Frieze 2014.

To see the art, and experience The Gap.

What is Frieze, you ask? It’s one of the leading contemporary art fairs in the world, representing over 190 galleries, plus a covey of collaborations, projects, and Frieze-specific commissions. Also, of course, particularly fashionable participants, a selection of which you can preview here or here.

Our presence came to life as Gap Lounge – a unique, pop-up environment overlooking the East River, where people could socialize, hit up a free coffee bar, and shop the Gap x Visionaire collection.

The collection, our second collaboration with Visionaire Magazine, is a series of limited-edition, collectible t-shirts by 11 different artists, including Yoko Ono. Dedicated to color, the UV-sensitive tees transform when exposed to sunlight. I got one!

The Gap Lounge not only established Gap as a creative player at Frieze, but helped further showcase and curate the Gap x Visionaire collection.

The Frieze partnership will continue with a final installment at Frieze London in October. Here's what Gap Creative Director and EVP of Global Design Rebekka Bay had to say about it: 

“I’m excited for Gap to be partnering with Frieze, to bring a Gap 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.  “By creating an unique experience at Frieze, Gap is moving collaborations forward and allowing people to access contemporary art in a different way.”

The collection was exquisite and our Gap space was a huge win. Frieze, I’m a fan. See you next year.

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