Gap opened its first retail store in San Francisco in 1969. Founder Don Fisher had a vision: “I created Gap with a simple idea: to make it easier to find a pair of jeans”. The group now has 3,100 stores worldwide and four brands: Gap, Banana Republic, Old Navy and Piperlime.

The design for the latest generation of retail stores in Europe came from the UK. Gap asked Dragon Rouge to adapt it to France for 800-square-meter surfaces.

We created a New York loft ambience by using white brick walls, ceilings covered with very dark denim, floors made of shiny resin and, especially, “jean bars”, where jeans are displayed like bottles behind a counter: in a word, customers order a pair of jeans like they would a drink. No departure here from the original plan to make it easier to buy jeans…