Start JudgeGill create an interactive and illuminating experience for Gap at their Flagship store for the Vogue Fashion’s Night Out in London
As part of Vogue Fashion’s Night Out last night, Start JudgeGill was commissioned by Gap to promote their ‘Be Bright’ campaign with an interactive in-store event. The experience aimed to promote Gap’s new 1969 denim collection for A/W12 and their ‘Be Bright’ positioning, primarily engaging a younger audience.
Bringing to life the brand’s TV commercial with live music and light, Lil’Buck style professional jookin’ dancers were in and around Gap’s London Flagship store performing for the crowds late into the evening. The choreography incorporated objects outside the store that when interacted with lit up in time with the dancers. Inside, customers had the opportunity to experience a jookin’ tutorial where they learned a few of the moves, before taking to the stage to dance with photographer Ben McDade capturing their movements.
As part of their concept, StartJG created bespoke iPad software for the event, using their Enterprise iOS license that allows captured images to be exported onto an app. The customers were able to choose their favourite frames snapped from their dance to be stitched together, reformatted into a PDF file and printed, resulting in a personalised branded flipbook that they took away with them just minutes later. Customers enjoyed the performances and the chance to take to the stage, but also were entertained by Radio 1’s Gemma Cairney as DJ, American- retro food and an in store discount, all promoting Gap’s new 1969 premium denim collection.