The brief put to Lucky Fox was to create an on-brand experience that celebrates the diversity of Levi’s female consumers and her own style statements.
Translating this brand message into the physical store space begins at the store entrance. LED window signage reading, ‘Started by us, finished by you’, works as a reminder of the brand’s ethos for customers to make Levi’s their own.
Instore, beautiful and authoritative campaign images of Levi’s women are printed onto ply panels, canvases and lightboxes – all celebrating the diversity of Levi’s female customers.
But the real piece d’resistence is 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.
Other visual focal points 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 was also keen to create some subtle and feminine texture in the store. 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 the parent company, CDS Group, who was responsible for the store build. Works undertaken by the CDS team included dry lining, flooring, decorations internally and externally, and signage and lighting installation.