Yeezy Gap Engineered by Balenciaga has introduced a virtual game experience designed by Demna.
— introduced the Gap retail store news Wednesday night on his new Instagram account, @yeezy, by showing a 50-second silent video distilling the essence of a retail transaction. In front of a mountain of clothing, a hooded and masked figure brings a product to another hooded masked figure, who scans the item and the customer leaves with the product. The video was directed by Thyago Sainte with creative direction by Betsy Johnson. The models in the video are Owen Kasparian and Antoine Groun.
“Although it has been a long time coming, taking the collection into physical stores is the next logical step. This will allow Yeezy Gap to showcase a more coherent offer and allow consumers to experience the brand in a more immersive way. If executed properly, it should also help resolve one of the big problems for Gap, which has been an inability to encourage people into stores. Although this will only work in the handful of stores where this is implemented,” he said.
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