GAS :: News archive

01-03-2007 Gas launches its new retail concept in Germany
31 March 2007 – Germany is confirmed as one of the key markets in the brand’s process of internationalization through the Vertical Retail development plan, with not one but two single brand stores in 31 March 2007 � Germany is confirmed as one of the key markets in the brand’s process of internationalization through the Vertical Retail development plan, with not one but two single brand stores in one of the country’s most important cities: Munich. The first store is located right in the centre, in Liebfrauenstrasse, just 50 metres from Kaufingerstrasse, the pedestrian shopping street with major international retailers that is one of Munich’s main tourist destinations. The store boasts 192 square metres on one evenly shaped floor with a large window front for maximum visual impact on Liebfrauenstrasse, beneath the impressive twin towers of the historical Frauenkirche. The second store is situated in another central yet more laidback, residential location on the corner of Hohenzollernstrasse and Wilhelmstrasse. The area is popular with young people in Munich who love its exclusive shops and simple and original bars and cafés. The 150 square metre, split-level floor of the GAS Store is opposite the building that will house the new GAS showroom, which is scheduled to open in April. These two single brand stores will be opened as part of the new Retail Concept, reflecting a period of growth and expansion for GAS. ESSENSUAL is the key word that captures and sums up the positioning of the brand. ESSENSUAL is the perfect mix of ‘essential’ and ‘sensual’, adding a touch of passion, warmth and an international feel to the values that have always marked out the brand. A source of inspiration for the new Retail Concept is the GAS double rainbow logo. It dates back to a double rainbow formation that company founder and chairman, Claudio Grotto, witnessed after a storm in Cape Town, where the Indian Ocean meets the Atlantic. This inspirational image comes to life, especially in the Liebfrauenstrasse store, with the use of several opalescent, reflective plexiglas installations: the cash desk, a series of banners and the luminous sign, both situated in the window. These materials reflect their coloured light onto another focal point: 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 core GAS product. A wooden walkway takes visitors through the store and past the denim islands, visible on either side. Both retail outlets feature materials ranging from wood to concrete, polished metal, bronze, glass and photo-sensitive materials. The overall effect is clean, solid and definitive. The end result is perfect harmony between the collections and the interior design of the space, the GAS home, the store, where creativity and the consumer come together. These latest openings are part of the Vertical Retail development plan based on the creation of a single brand store network covering the major cities of the world. A series of openings, which began in Florence in January this year, continued in Hong Kong and Tokyo-Shinjuku, and will keep the GAS star rising throughout 2007. The project aims to communicate the ever greater affinity between the product and the point of sale. In the planning and development of its new concept, GAS has worked with Four IV, an international Retail and Graphic Design Consulting Company, based in London, which was awarded the 2006 Retail Interiors prize for “Best Department Store”.

01-03-2007

Gas launches its new retail concept in Germany

31 March 2007 – Germany is confirmed as one of the key markets in the brand’s process of internationalization through the Vertical Retail development plan, with not one but two single brand stores in

31 March 2007 � Germany is confirmed as one of the key markets in the brand’s process of internationalization through the Vertical Retail development plan, with not one but two single brand stores in one of the country’s most important cities: Munich. The first store is located right in the centre, in Liebfrauenstrasse, just 50 metres from Kaufingerstrasse, the pedestrian shopping street with major international retailers that is one of Munich’s main tourist destinations. The store boasts 192 square metres on one evenly shaped floor with a large window front for maximum visual impact on Liebfrauenstrasse, beneath the impressive twin towers of the historical Frauenkirche.

The second store is situated in another central yet more laidback, residential location on the corner of Hohenzollernstrasse and Wilhelmstrasse. The area is popular with young people in Munich who love its exclusive shops and simple and original bars and cafés. The 150 square metre, split-level floor of the GAS Store is opposite the building that will house the new GAS showroom, which is scheduled to open in April. These two single brand stores will be opened as part of the new Retail Concept, reflecting a period of growth and expansion for GAS. ESSENSUAL is the key word that captures and sums up the positioning of the brand. ESSENSUAL is the perfect mix of ‘essential’ and ‘sensual’, adding a touch of passion, warmth and an international feel to the values that have always marked out the brand. A source of inspiration for the new Retail Concept is the GAS double rainbow logo. It dates back to a double rainbow formation that company founder and chairman, Claudio Grotto, witnessed after a storm in Cape Town, where the Indian Ocean meets the Atlantic. This inspirational image comes to life, especially in the Liebfrauenstrasse store, with the use of several opalescent, reflective plexiglas installations: the cash desk, a series of banners and the luminous sign, both situated in the window. These materials reflect their coloured light onto another focal point: 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 core GAS product. A wooden walkway takes visitors through the store and past the denim islands, visible on either side. Both retail outlets feature materials ranging from wood to concrete, polished metal, bronze, glass and photo-sensitive materials. The overall effect is clean, solid and definitive. The end result is perfect harmony between the collections and the interior design of the space, the GAS home, the store, where creativity and the consumer come together. These latest openings are part of the Vertical Retail development plan based on the creation of a single brand store network covering the major cities of the world. A series of openings, which began in Florence in January this year, continued in Hong Kong and Tokyo-Shinjuku, and will keep the GAS star rising throughout 2007. The project aims to communicate the ever greater affinity between the product and the point of sale. In the planning and development of its new concept, GAS has worked with Four IV, an international Retail and Graphic Design Consulting Company, based in London, which was awarded the 2006 Retail Interiors prize for “Best Department Store”.