The rise in numbers of fashion magazines is set to shape the self-perception of China's new middle class.

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Project Overview

Eat was appointed by Cohn & Wolfe, Shanghai to produce an event to introduce the Gap brand to journalists from 20 of China’s most influential fashion titles. The two day event would focus on the brand, its history and the high quality of its offering. With Japan and Tokyo in particular, the journalists would experience the country’s high quality of service and merchandising – something Gap intends to replicate in the Chinese stores.

Eat designed and produced an audio-visual exhibition that simultaneously conveyed Gap’s heritage, its depiction as an American icon and its future collections. We also created a lunch menu, which brought Gap’s management team and Chinese media together on a custom-made, 7m table, enabling easy, informal discussion about the brand.

Project Disciplines

  • Print
  • Branding
  • Events
  • Content Creation