Gap + Pantone = Burnt Umber?

Gap and color-makers Pantone have partnered on a pop-up t-shirt store, open this month in New York. It's the next in a line of interesting collaborations for Gap (Colette was a particularly amazing one). Pantone is a pretty sexy choice--though maybe a little more in theory than in practice (I'm extremely colorphobic).

I sort of root for the Gap; I think it's a nostalgic attachment to their advertising. Though I wandered through the SF flagship store at Powell and Market yesterday and I couldn't help but wonder why they can't translate their newfound concept sexiness into the shopping experience...