In 1949, after a hiatus during the Second World War, the legendary Le Mans race recommenced in France. That same year, the GANT brand was created in New Haven, USA.
To mark their historic partnership, StudioXAG produced a concept for the GANT Regent Street store. The 24 Hour Le Mans logo is reimagined in red and blue neon in one window, and a freestanding structure with stripes and neon framing campaign imagery in the other. Tricolore vintage style racing helmets are suspended in cascades throughout both windows and in-store, where the concept continues in store with cut vinyl 24 hour Le Mans graphics.
Photographs courtesy of GANT