Gant x StudioXAG: Le Mans Flagship Launch

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 established in New Haven, USA.

Designed, produced and installed in the brand’s London flagship store, the 24 Hour Le Mans logo was 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 were suspended in cascades throughout both windows and in-store, where the concept continued with 24 Hour Le Mans graphics.