Founded in 2009, the Mindthegap brand is a success story against all odds, thanks to the will and determination to persevere and adapt to the changing conditions of the market, embracing internationalisation without ever reneging on their Transylvanian origins.
Transylvanian roots
Born into a relatively poor country with a small market for wallpapers, from the onset Mindthegap focussed on opening up to international markets, producing wall art for European brands with a focus on the private-label market in England. However, this has never meant denying their Transylvanian roots, an immense source of pride and inspiration behind both their motifs and their passion for craftsmanship.
International expansion
Great Britain’s decision to opt for Brexit in 2016 and therefore exiting the European Single Market was the catalyst for change for the brand. Due to its prominence in the UK market, the prospect of an upcoming onslaught of tariffs on imports and exports for the company’s main clients forced Mindthegap to pivot and establish itself as an independent design brand, expanding its market reach to what is now over 70 countries across six continents.
The idea behind the name
It started as a simple association between the acronym GAP (as the company behind the brand is called Global Art Production) and the iconic London Subway warning “MIND THE GAP”. The name was chosen because it was easy to remember and international, but also because it refers to "thinking outside the box", a concept which the brand business philosophy was built upon.