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Downtown Los Angeles stars in new Gap ad campaign

August 2, 2011 | 11:17 am

Gap New LA Design Studio

In case you missed it in Monday's Los Angeles Times, San Francisco-based Gap has made downtown Los Angeles the focus of a new advertising campaign for its 1969 Premium Jeans line.

Creative design offices for the 1969 line relocated to a 5,400-square-foot space in a former cigar factory in downtown Los Angeles last year, our Business section compatriot Andrea Chang notes in her report, in hopes of boosting the authenticity of the 1969 brand that launched in 2009, "and to better position it against the region's high-end labels such as True Religion, J Brand and 7 for All Mankind."

Monday, the company announced that the loft space is the star of its new "1969: L.A. and Beyond" marketing campaign, which will use video vignettes, fold-out magazine spreads and Gap store window displays across the country to acquaint potential customers with the West Pico Boulevard space and its L.A. environs.

According to Chang, the vignettes will be posted at Gap's Facebook page as well as online video sites, and the print campaign is expected to appear in fashion magazines like Vogue and Glamour.

"This is the center of creativity," Chang quotes Gap's newly hired global chief marketing officer, Seth Farbman, as saying in reference to the City of Angels.

As the Image section staffers roll up their sleeves and get ready for an upcoming issue devoted to all things premium denim, we couldn't agree more.


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That was the week that was: Gap's new logo quickly put out of its misery

Gap tees up for the American woman

-- Adam Tschorn

Photo: The creative design offices of Gap’s 1969 Premium Line, located in downtown Los Angeles, are featured in Gap’s new marketing campaign. Credit: Lawrence K. Ho / Los Angeles Times