Levi’s first UK women’s store opened at Bluewater, Kent following a design collaboration and installation by visual merchandising specialists, Lucky Fox.
The brief put to Lucky Fox’s Chief Creative Officer, Jason Traves was to create an ‘on brand’ experience that celebrates the diversity of the Levi’s female consumer and her own style statements.
Translating this brand message into the physical store space begins at the store entrance, with LED window signage reading “Started by us, finished by you” – working as a reminder of the brand’s ethos for customers to make Levi’s their own.
Instore, beautiful and authoritative campaign images of the Levi’s woman are printed on to ply panels, canvases and lightboxes – all celebrating the diversity of the Levi’s female customer.
But the real piece d’resistence are the bespoke murals in the fitting rooms, hand painted by Kent-born artist, Jessica Sharville. Jessica was commissioned by Lucky Fox and Levi’s to interpret the embodiment of the Levi’s empowered women in all her guises – and the resulting murals are striking.
There are other visual focal points that can be seen throughout the store. From ombre indigo wall art; to glass plinths holding white rocks and succulents; and of course the brand’s mannequins wearing the iconic Levi’s product.
Levi’s were also keen to create some texture into the store in a subtle and feminine way. Taking inspiration from the curves of the female body, and the back pocket ‘arcuate’ found on all Levi’s denim, Lucky Fox designed textural curves into the walls at the rear of the store.
Lucky Fox worked in unison with parent company, CDS Group, who were responsible for the store build. Works undertaken by the CDS team included dry lining, flooring, decorations internally and externally, and signage and lighting installation.
The store opened to a great response and Lucky Fox hope it continues to excite and engage the Levi’s female consumers.