Last year Gap took a custom-designed lounge for bra fittings on a six-city tour. This year the company refashioned an old school bus into a store on wheels to promote its summer clothing line. Erica Archambault, the senior manager of public relations for Gap Inc., worked with Alison Brod Public Relations and design firm A Squared Group to create the mobile marketing campaign, which started on Sunset Boulevard in Los Angeles, traveled to New York, and is scheduled to end in the Hamptons on June 24.Inspired by the summer of 1969, when the first Gap store opened, A Squared Group transformed the mobile shop—called the “Rock Color Bus”—with colorful retro graphics, retractable stairs, two changing rooms in the rear, shelving, and a cash register. Accessories, which included baskets and metal tubs for casual apparel, wind chimes, vintage records, beach balls, retro jewelry, and a beaded curtain, completed the look.
The bus first appeared at an event in West Hollywood for Cinco de Mayo, then hit Venice Beach, the Santa Monica Pier, the Pasadena Summerfest, and other public spots before driving to New York for a two-day concert at Jones Beach. For the Manhattan leg of the trip, the bus was parked outside meatpacking district restaurant Vento, and also included a DJ “spin-off” featuring DJs Cassidy, Paul Sevigny, and Ruckus, as well as appearances from Lindsay Lohan, Jamie-Lynn Sigler, Gap model Jessica Stam, the MisShapes, and Lost’s Navin Andrews.
The bus also promoted Gap’s Rock Color summer concerts taking place in July through to September in Chicago, Los Angeles, New York, and San Francisco.
—Anna Sekula
Related Stories
Ocean Spray Takes Juice on the Road
Gap Takes Bras on Tour
Campari Kicks Off Three-City Art Exhibition
Veuve Hosts Simultaneous Two-City Launch
Relates Stories From Los Angeles
Gap Promo Invites Consumers to Get on the Bus
Bliss Takes Spa Products to the Streets
The bus first appeared at an event in West Hollywood for Cinco de Mayo, then hit Venice Beach, the Santa Monica Pier, the Pasadena Summerfest, and other public spots before driving to New York for a two-day concert at Jones Beach. For the Manhattan leg of the trip, the bus was parked outside meatpacking district restaurant Vento, and also included a DJ “spin-off” featuring DJs Cassidy, Paul Sevigny, and Ruckus, as well as appearances from Lindsay Lohan, Jamie-Lynn Sigler, Gap model Jessica Stam, the MisShapes, and Lost’s Navin Andrews.
The bus also promoted Gap’s Rock Color summer concerts taking place in July through to September in Chicago, Los Angeles, New York, and San Francisco.
—Anna Sekula
Related Stories
Ocean Spray Takes Juice on the Road
Gap Takes Bras on Tour
Campari Kicks Off Three-City Art Exhibition
Veuve Hosts Simultaneous Two-City Launch
Relates Stories From Los Angeles
Gap Promo Invites Consumers to Get on the Bus
Bliss Takes Spa Products to the Streets
Gap decorated a bus with retro graphics and bright colors for its Rock Color mobile marketing campaign.
Photo: Courtesy of WireImage
The bus started in Los Angeles, traveling to beaches, the Santa Monica Pier, and street fairs on the West Coast before driving cross-country to locations in New York and New Jersey.
Photo: Courtesy of WireImage
Shelves and coat racks inside the bus allowed consumers to browse and buy the men’s and women’s clothing on display.
Photo: BizBash
Two changing rooms fitted with saloon doors and benches upholstered in striped fabric sat at the rear of the bus.
Photo: BizBash
Accessories like beads and vintage records added to the 1960’s look.
Photo: BizBash
Outside, tables, baskets, and metal tubs held more of the brand’s apparel.
Photo: BizBash
In New York, DJs and celebrities including DJ Ruckus (pictured), Lindsay Lohan, and Lydia Hearst spun music for the shoppers.
Photo: BizBash
