Hill City Mobile Popup
Client
Gap Inc.
Project Type
Retail
Location
San Francisco, California, United States
Year
2019
Project Details
Overview
A flexible retail environment built around the brand's core values: mobility, versatility, and understated technical design. Rather than waiting for customers to come to a storefront, the popup brings Hill City directly to the city — parks, waterfronts, festivals, and urban hubs across the Bay Area.
Collaborators
Gap Inc.
Scale
30 ft truck
Outcome
At the heart of the popup is the Mobile Gear Lab, a modular display system engineered to showcase Hill City’s technical apparel with clarity and purpose. Clean lines, matte finishes, and precision‑built fixtures echo the brand’s minimalist aesthetic. The Gear Lab unfolds from the vehicle itself, transforming the popup from a compact transport mode into an open, gallery‑like retail environment within minutes.
Developed under Craig Trettau's VP-level creative direction at Gap Inc. for Hill City, the brand's technical minimalist menswear line launched in 2018. The mobile popup extended the brand's reach beyond fixed retail, testing a format built for speed, flexibility, and direct community engagement across San Francisco.
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