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A sensational new flagship store and a new retail concept that reflects
an exciting period of expansion for GAS and its brand philosophy...
ESSENSUAL is the key word that captures and sums up the GAS brand
positioning. A combination of ‘essential’, and ‘sensual’, it added passion, warmth and an international feel to the brand’s core values: simplicity, positivity and authenticity.
Part of the FOUR IV designed creative global rollout, already
implemented in Florence and Hong Kong.
The theme for the new retail concept comes from the GAS double rainbow logo, which symbolises all the fundamental values of the brand. It was inspired by a double rainbow that Claudio Grotto, Founder and Chairman witnessed after a storm in Cape Town, where the Indian Ocean meets the Atlantic.
“The brand positioning of ‘ESSENSUAL”, indicated a mood of masculine and feminine sensuality, which has been captured in the clean, light interior of the store” says Chris Dewar-Dixon, Head of Interiors and Founding Director, Four IV
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