NEW YORK, NY – January 2025 — Freehold joined forces with Gap to bring the brand’s exploratory retail lab to life in the heart of Manhattan’s Flatiron District—helping usher in a bold new vision for the future of Gap retail.
As the primary design development and fabrication partner, Freehold worked hand-in-hand with the Gap team to translate creative intent into physical reality—engineering, fabricating, and installing every custom fixture within the new space. From bespoke modular displays to premium finishes and immersive storytelling elements, the store reflects the highest level of craft and precision in modern retail design.
The new concept store is a flexible, data-driven environment that allows Gap to test, evolve, and optimize the retail experience for tomorrow’s customer. Freehold’s role included solving for both visual storytelling and in-store functionality—ensuring every piece was not only beautiful, but scalable and operationally sound.
“The Flatiron store is more than a retail destination—it’s a creative testing ground for the future of the brand,” said Brendan McDermott, Founder of Freehold. “We’re proud to have helped bring it to life through a process rooted in collaboration, curiosity, and craftsmanship.”
Currently, Freehold continues to partner with Gap to adapt and roll out elements of the Flatiron concept across additional stores—supporting the brand’s strategic evolution in retail environments around the world.
About Freehold
Freehold is a creative studio specializing in experiential design, fabrication, and branded environments. With offices in Los Angeles and New York, Freehold partners with global brands to bring bold ideas to life—transforming space, storytelling, and strategy into experiences that move people.
Contact:
Geoff@freeholdgrp.comwww.freeholdgrp.com
