Gap Opens a New Concept Store in Shanghai, Bringing Music Into Retail

Gap has opened its new concept store, Blues New Wave, at Century Link in Shanghai. The store offers a fresh shopping experience inspired by vinyl records and the stories behind music. Its layout follows an A/B-side concept, mixing classic Gap styles with new ideas across four main product areas: denim, khaki, logo pieces, and kidswear.

Launched as part of Gap’s localization strategy after Baozun acquired the brand’s Greater China business, the store brings together music, fashion, and local culture. It reflects how Gap is evolving to better connect with Chinese consumers and their tastes.