GAS :: News archive

01-05-2007 GAS launches its new retail concept in London flagship store
On 9th May 2007, GAS reveals its new retail concept in its flagship store in London. The modern, spacious store covers a total of 350 square meters over two floors (ground and basement) and is loc... On 9th May 2007, GAS reveals its new retail concept in its flagship store in London. The modern, spacious store covers a total of 350 square meters over two floors (ground and basement) and is located in a fashionable West London shopping destination, close to Kings Road and Sloane Street, at 18/21 Duke of York Square, London, SW3 4LY. The new retail concept reflects an exciting period of expansion for GAS and its brand philosophy. ESSENSUAL is the key word that captures and sums up the GAS brand positioning. A combination of ‘essential’, and ‘sensual’, it adds passion, warmth and an international feel to the brand’s core values: simplicity, positivity and authenticity. The theme for the new retail concept comes from the GAS double rainbow logo, which symbolises all the fundamental values of the brand. It was inspired by a double rainbow that Claudio Grotto, Founder and Chairman witnessed after a storm in Cape Town, where the Indian Ocean meets the Atlantic. This image is recreated with two eye catching, Plexiglas light installations that subtly shimmer from one colour in to another, reflecting light throughout the store and in to the basement through a ‘void’ in the floor. This opening houses an impressive 7m high accessories wall featuring product displays and mannequins. The other focal points are a sequence of moulded, mirrored metal units placed in the middle of the store. These organic forms are reminiscent of strong yet supple shapes found in nature and are used to display denim, the company’s core product. Denim islands feature along a runway in polished concrete for the men’s section and light oak wood for the women’s area leading visitors through the store. The store design includes wood, concrete, polished metal, bronze, glass and photosensitive materials for a clean, solid and definitive look. The new Flagship Store combines the cutting-edge design of the new retail concept with the contemporary look of the building in which it is located. A large window facia, enhanced by rainbow effect Plexiglas banners, gives an impressive view of the store from the outside. The store also features a separate entrance at the rear from Duke of York Square. The result is a space with a big wow factor and a perfect balance between GAS collections, the decoration and Gas’s ‘home’, the store - the place where creativity meets consumers. The store forms part of the Vertical Retail development plan based on the creation of a chain of single brand stores situated in major cities around the world, a plan that has been inaugurated last January in Florence, Italy, and continued in Hong Kong, Causeway Bay, last February. This distribution channel is aimed at communicating ever greater affinity between the product and the retail point itself and works alongside the current wholesale network to highlight the range while strengthening the brand image and objectives. GAS developed and defined this new concept in collaboration with Four IV, an international Interior and Graphic Design Consultancy based in London. Four IV is the 2006 Retail Interiors Award, “Best Department Store” winner. “I am delighted to see the new GAS retail concept arrive in our London Flagship Store.” Comments Mr Claudio Grotto, GAS Founder , Chairman and CEO. “This concept truly captures the very essence of the brand and showcases our collections in a dynamic, contemporary, and engaging way. This is an important and exciting moment in time for GAS. We are building on our unique heritage in the denim world to create a truly global lifestyle brand.”

01-05-2007

GAS launches its new retail concept in London flagship store

On 9th May 2007, GAS reveals its new retail concept in its flagship store in London. The modern, spacious store covers a total of 350 square meters over two floors (ground and basement) and is loc...

On 9th May 2007, GAS reveals its new retail concept in its flagship store in London. The modern, spacious store covers a total of 350 square meters over two floors (ground and basement) and is located in a fashionable West London shopping destination, close to Kings Road and Sloane Street, at 18/21 Duke of York Square, London, SW3 4LY. The new retail concept reflects an exciting period of expansion for GAS and its brand philosophy. ESSENSUAL is the key word that captures and sums up the GAS brand positioning. A combination of ‘essential’, and ‘sensual’, it adds passion, warmth and an international feel to the brand’s core values: simplicity, positivity and authenticity.

The theme for the new retail concept comes from the GAS double rainbow logo, which symbolises all the fundamental values of the brand. It was inspired by a double rainbow that Claudio Grotto, Founder and Chairman witnessed after a storm in Cape Town, where the Indian Ocean meets the Atlantic. This image is recreated with two eye catching, Plexiglas light installations that subtly shimmer from one colour in to another, reflecting light throughout the store and in to the basement through a ‘void’ in the floor. This opening houses an impressive 7m high accessories wall featuring product displays and mannequins. The other focal points are a sequence of moulded, mirrored metal units placed in the middle of the store. These organic forms are reminiscent of strong yet supple shapes found in nature and are used to display denim, the company’s core product. Denim islands feature along a runway in polished concrete for the men’s section and light oak wood for the women’s area leading visitors through the store. The store design includes wood, concrete, polished metal, bronze, glass and photosensitive materials for a clean, solid and definitive look. The new Flagship Store combines the cutting-edge design of the new retail concept with the contemporary look of the building in which it is located. A large window facia, enhanced by rainbow effect Plexiglas banners, gives an impressive view of the store from the outside. The store also features a separate entrance at the rear from Duke of York Square. The result is a space with a big wow factor and a perfect balance between GAS collections, the decoration and Gas’s ‘home’, the store - the place where creativity meets consumers. The store forms part of the Vertical Retail development plan based on the creation of a chain of single brand stores situated in major cities around the world, a plan that has been inaugurated last January in Florence, Italy, and continued in Hong Kong, Causeway Bay, last February. This distribution channel is aimed at communicating ever greater affinity between the product and the retail point itself and works alongside the current wholesale network to highlight the range while strengthening the brand image and objectives. GAS developed and defined this new concept in collaboration with Four IV, an international Interior and Graphic Design Consultancy based in London. Four IV is the 2006 Retail Interiors Award, “Best Department Store” winner. “I am delighted to see the new GAS retail concept arrive in our London Flagship Store.” Comments Mr Claudio Grotto, GAS Founder , Chairman and CEO. “This concept truly captures the very essence of the brand and showcases our collections in a dynamic, contemporary, and engaging way. This is an important and exciting moment in time for GAS. We are building on our unique heritage in the denim world to create a truly global lifestyle brand.”