Central to the new look store is a large denim ‘fit and finish table’. Along with bringing a new sense of space to the store, the product display is essential to the strategy to encourage customers to interact with the product selection and become more informed about the vast number of fits on offer.
Central to the new look store is a large denim ‘fit and finish table’. Along with bringing a new sense of space to the store, the product display is essential to the strategy to encourage customers to interact with the product selection and become more informed about the vast number of fits on offer.
Integral to the ‘fit and finish table’ is the in-store technology and digital signage. Lucky Fox designed table-fit navigation signage blocks with integrated NFC tags, which interact with mobile devices. When the customer’s device scans the built-in tag, the information for the specific jean fit, style, and wash all appear on their device to ease shopping navigation and help them find the right fit. LED ticker-tape style signage in the wall bays then helps to identify where to shop the selected fits and washes within the range.
The digital signage also provides a lift of colour in the deliberately pared-back space. The neutrality of the interior was an important consideration to ensure the merchandise makes an impact. Lucky Fox designed clearly defined spaces for the tees and jeans areas, with the use of large-scale, billboard-style graphics in the t-shirt zone and header displays in the denim fit areas.
The wooden accents seen throughout, from the tailor shop and kiosk area to the plinth signage, echo the aesthetic of the brand’s other stores. Made from eco-friendly plywood, they are also in keeping with Levi’s sustainability targets.
The window is kept mainly open, ensuring key instore sightlines, apart from the hanging LED-lit display rail designed and manufactured by Lucky Fox to echo the iconic back pocket arcuate found on all Levi’s denim.