"You could feel the energy bursting out of GAP's headquarters in San Francisco; even the city's mayor showed up. "I just spoke to the GAP employees who are back in the office five days a week starting today," said San Francisco Mayor Daniel Lurie. "GAP - thank you for leading the charge on the back to work San Francisco. Let's go." The white box from the company's latest viral campaign front and center welcoming nearly 2,000 employees back to the office."
""It is a hydraulic system that really brings the space to life and makes the wall move, and all you do is click and hold it a little longer as fast or slow as you want to go - and the idea is to really make it move to the beat to the song and bring some energy to a certain part of the campaign," said Calvin Leung, VP of Creative GAP."
"The box is called the "breathing room," a design by a LA set designer Wesley Goodrich. "She was really inspired knowing that this was a denim campaign around the Juxtaposition of jeans and tees which is very much gap. So this fabric is actually inspired to move just like the way a shirt like when you are dancing with jeans," said Leung."
GAP's San Francisco headquarters hosted a high-energy return-to-office event with Mayor Daniel Lurie attending as nearly 2,000 employees resumed five-day workweeks. A large white installation called the "breathing room" stood front and center as part of the "Better in Denim" campaign. The installation uses a hydraulic system that moves a fabric wall to the beat of a song, operated by clicking and holding controls to vary speed. Los Angeles set designer Wesley Goodrich designed the piece, inspired by the movement of jeans and tees. The campaign features global girl group KATSEYE and reached 20 million views in three days.
Read at ABC7 San Francisco
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