Behind the staircase is a wall spanning the three floors displaying a Levi’s timeline - a snapshot on the brand history with images from its early roots (1853), running through the decades to the present day. Many of the frames are digital albums flicking through archives and current imagery depicting the soul of the brand.
The whole ground floor is a shop front for the brand. A gallery is instituted where the ‘newness’ and ‘most innovative’ Levi’s products are displayed with the works of local artists, musicians, and filmmakers. It is frequently refreshed and modified to sustain the energy and vitality of the store.
The first floor celebrates the concept of Levi’s Blue. The concrete floor of the gallery and stairway give way to a dark oak parquet floor complemented with stripped back brick and concrete walls, against which a gently undulating display of merchandise is presented. Whilst minimalist white fixtures display the range with clarity, featured garments in burnt orange punctuate the space.
The second floor houses a series of rooms offering a range of experiences for customers to explore. Firstly, a space is dedicated to the most celebrated jeans ever, Levi’s 501TM. Here, a curved wall displays a full range of 501s in every conceivable denim finish. This leads onto the main area displaying men’s and ladies’ products. Walls have again been stripped back like in the first floor adding a raw texture to the space with products contrasted against oversized images from the latest photo shots.
The denim ‘vault’ is the ultimate area of the store. Kept in the three metre high vaults is the most collectable apparel ranging from Levi’s Vintage Clothing collections to bespoke collaborations sourced from Levi’s outlets around the world. This is the only place where much of this product is obtainable outside the US and Japan making it a Mecca for denim aficionados.
This is an area for denim experts. While the copper lined vaults present hanging garments throughout the area, a ‘banker’ table in the centre of the floor allows customers to explore the products, just like clients examining their valuables in safety deposit boxes at the bank. Customer service staff are like ‘curators’ who possess expertise knowledge of Levi’s in helping customers to uncover the charisma and become even more passionate and obsessed about the brand.
Amidst one of the vaults lies a secret doorway to a concealed area, a premium leather floor and mahogany cupboards where the most atypical products are reserved for the exclusive…truly a denim heaven.
The store expresses the diversified personalities of the brand and creates a strong definitive area for each line, compassionately brought together to express the ultimate celebrity of Levi’s.