AIDS fundraising initiative RED has taken over the ground floor entrance of Gap flagship store, Oxford Street with a pop-up store selling RED branded products

The store is one of four RED global pop-ups that will be open in Gap flagships throughout December. Other shops are located in Tokyo, San Francisco and New York

The shops feature limited edition items created in collaboration with partnering brands such as Apple, Converse, Dell, Gap and most recently, Nike. The London pop-up is also selling several exclusive items; available in even fewer numbers

As with all RED purchases, 50% of profits will go towards helping to fight AIDS in Africa

Key Learning: Marrying the pop-up concept with exclusive, limited edition product creates a sense of urgency for the consumer. By creating an entire branded space in key locations globally, RED is increasing awareness of the cause and thus bringing the brand to the consumer