Gap has been struggling in recent seasons to really find its niche. The beacon for basics has launched its own series of designer collaborations and thrown a fair bit of money at fun, eye-catching ad campaigns. But, over all, things at Gap HQ have felt a bit bland ... especially in comparison to competing brands cultivating a classic, workwear-inspired sense of Americana (read: Ralph Lauren and J. Crew). But thanks to a new store in Vancouver that has quite literally turned the traditional shopping experience on its head, Gap is garnering headlines once again.

"All of the mannequins, displays and even the sign were flipped, as well as some cars and a hot dog stand outside of the store," says PSFK of the upside-down initiative. The efforts were sparked by the store's Sprize campaign, whose emphasis lies on customer loyalty. What shopping among upside down mannequins has to do with remaining loyal to a particular store is beyond me. But the program itself is actually pretty cool: Gap will allow "people to buy clothing at full price and receive automatic credits should it go on sale in the next 45 days. Customers can spend this credit at Gap, Banana Republic or Old Navy stores." Not a bad move. The topsy-turvy interior -- video of which can be seen below -- on the other hand? Questionable.