American Apparel – The AArt Gallery
By : LG2 Architecture
GRANDS PRIX DU DESIGN – 16th edition
Discipline : Interior Design
Categories : Commercial Space / Booth & Exhibition Space : Platinum Winner
A premium branded experience for a single shirt.
The American Apparel booth disrupted the printwear industry’s biggest event. In a sea of booths featuring countless products, where competitors showed off their entire range, we built a premium experience for a single premium shirt. And stole the show. The AArt Gallery stood out for its minimalist aesthetics and museum-like layout where visitors could explore seven innovative art installations that showcased the superior quality of the iconic black 2001 tee. At the end of the exhibition, a live printing station produced limited 2001 pieces designed by guest artist Aaron Draplin.
The AArt Gallery took inspiration from the White Cube gallery, using a black-and-white, minimalist design language to convey the idea of timeless style. The entire 20×20 booth focused on a single product – the classic black 2001 tee – to emphasize its iconic status. The booth itself made a striking volumetric and graphic statement by its sheer presence. A 16-foot-tall black box was suspended 4 feet above the ground, making the booth enclosed yet approachable. Upon entering the space, visitors were entirely immersed in American Apparel’s brand world. The exterior was dressed in their striking new branding, allowing the gallery to stand out in the chaotic trade show environment.
Attendees lined up to visit the exhibit. In a sea of free samples, people fought to get their hands on ours. And thousands of printers and printwear influencers had to admit: the 2001 is the timeless tee for premium prints.