Gap1969.com is an innovative and experiential concept site which encourages the user to explore and immerse themselves in the rich content of Gap’s denim heritage. It’s inspired by the pop-up concept stores in London and Paris to celebrate the anniversary of GAP founding in 1969, as a denim and record store in San Francisco. Social media augmented the site by targeting key influencers to create talkability and social currency through being the first to know about the pop up stores.

The site itself used a mix of 3D and Flash animation, illustration and photography to lead the viewer through various cities: first San Francisco and London…

…and then Paris, showing store features, events, directions and clothing ranges along the way. It even featured an interactive clothes line that the viewer pulled left and right to view the limited edition ranges that GAP had commissioned as part of the celebrations. 2,500 unique visitors came to the site on day one with over 25,000 views in the first week. Since then the site has become so popular that it has also been adopted for the launch of the campaign in Australia, and also for a further pop-up store in Milan.