A giant Gap bag has officially made itself at home in the heart of New York City.
From September 11–13, Gap is transforming the Channel Gardens at Rockefeller Center into an immersive pop-up celebrating the launch of GapBag, the brand’s new accessories collection designed by Reed Krakoff, Executive Director of Accessories at Gap Inc. Located at 620 Fifth Ave., the experience is open daily from 10 a.m. to 6 p.m.
At the center of the activation is an oversized interpretation of Gap’s signature new bag, creating a larger-than-life visual statement against one of Manhattan’s most recognizable retail and cultural landmarks.
The installation brings the design language of the collection into the physical environment, with the giant Gap bag functioning as both a destination and a highly visible piece of brand storytelling. Custom fabrication and installation for the oversized statement piece was produced by Millennium Signs & Display, translating the proportions and details of the GapBag into an attention-grabbing installation built specifically for Rockefeller Center.
The pop-up itself centers around the Five-Pocket Tote, a style inspired directly by Gap Denim. Five-pocket stitching, belt loops and denim hardware reinterpret familiar elements of the brand’s jeans into a new category, connecting Gap’s heritage in denim with its expanding accessories offering.
Visitors can shop the Five-Pocket Tote on site in a variety of sizes and washes, before personalizing their purchase through experiences exclusive to the activation. Customization options include chainstitch personalization, along with limited-edition charms and accessories that allow each bag to take on an individual identity.
Gap members are also offered special perks and an elevated shopping experience throughout the pop-up.
Adding another layer of collectibility, limited-edition Five-Pocket Totes customized by New York-based artist FAUST and British visual artist Shantell Martin will be released throughout the activation. The artist-designed pieces give visitors the opportunity to take home one-of-a-kind GapBag collectibles.
The wider GapBag collection is now available at Gap stores across North America, with select locations carrying expanded assortments of bags, charms and accessories.
By turning a familiar fashion accessory into an oversized environmental statement, Gap brings its denim-inspired design language into the streetscape of Rockefeller Center—creating a playful, highly visible retail moment designed to stop New Yorkers in their tracks.
Photos by Millenium Signs & Display / GAP
