American Apparel took advantage of the decorated apparel industry’s largest trade show, Impressions Expo, to launch a distinctive brand experience.
In a sea of booths featuring countless products, the AArt Gallery stood out by using museum codes to showcase a single product ? the classic black 2001 tee ? and highlighted its iconic status in a minimalist, premium environment.
From the museum-like layout and staging to the steles, labels and display cases, every detail was designed to put visitors into a contemplative mood while immersed in American Apparel’s new direction. Inside a 16-foot-high black box suspended 4 feet above the ground, visitors followed a guided path, just like they would in a museum, to discover the black-and-white world of American Apparel through 7 innovative art installations highlighting the superior attributes of the classic black 2001 tee.
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