LS&Co. Unzipped
Aug 01 2013
Make it Weirder
“Make it Weirder.”
That was some of the feedback Chad Hinson received from his boss, Len Peltier, as he was working on the new Levi’s® San Francisco store.
For Chad, “weirder” meant that the true authenticity of the brand and its hometown must shine through. And it wasn’t so much “weirder” as it was cooler, more authentic and truer to the Levi’s® brand than anyone could imagine.
That’s what the team – including Chad’s creative partner Sherman Adams and so many others – was charged with.
Of course, the ultimate goal here was to fashion a compelling environment that welcomes consumers and tells Levi’s® unique tale -- its storied past and amazing future.
After all, we're talking about a history that starts with the first blue jean and now includes a new women's line, Revel, which features Liquid Shaping Technology. Patent-pending. Seriously.
“This store is a mash-up of heritage and modernity,” Chad says. “And that’s exactly what we wanted to bring together here, in the city where our brand and the blue jean were born.”
Chad Hinson, Global Creative Brand Environment, photographed at new Levi's® San Francisco store.
I’d say they succeeded.
The store that has been woven together includes strands of yesterday and tomorrow. You’ll feel it from the moment you walk in the door – a dark, handcrafted wooden wall provides a background for the huge neon words, “The Future is Leaving.”
There’s the wood reclaimed from San Francisco piers and Northern California barns next to original works from Bay Area artists. And there’s Levi’s® Vintage Clothing’s authentic reproductions of historic Levi’s® product just a few feet away from the brand’s exquisite Made & Crafted collection.
And in the front window, an authentic tailor shop that can alter, hem and repair your Levi’s® product. Even create a custom pair of “Lot No. 1” jeans.
The ideas is what you see in that Market Street window – a real tailor making custom blue jeans – may entice you to come inside to see the most comprehensive expression of Levi’s® products.
When they started, just a few short months ago, the team had 7,000 square feet of space as their canvas. Now, their work is complete and, as of today, the doors are open.
Come check it out – weirder, cooler and more authentic than you could imagine. But just what you’d expect from the brand that invented the blue jean.
Posted By: Cory Warren, Editor, LS&Co. Unzipped |
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2013
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robert (not verified) - Aug 18 2013
The store looks amazing and creative. I's not easy making something as basically functional as jeans look inviting and exciting. Chad and team did a great job. I would think so even if he weren't my son. Good job, Chad!
Rob (not verified) - Aug 02 2013
Looks like a nice store. But what's weird about it? I mean shelves with folded jeans and rods with hanging jeans. (What else would you do with them? Don't stack them on tables - can never find my size and the display gets messy.) Appreciate the effort. I'll visit next time I'm in SF.
Editor's note: Hi Rob, and thanks for the comment. In this case, I think "weird" means atypical in the approach to the layout, the design, the use of (local) art. There's a great display of the components of the Lot No. 1 jeans. And the entryway, "The Future is Leaving" artwork is pretty amazing. Completely "unweird" is the staffing -- friendly and knowledgeable Levi's® folks who can help you find your size and complete your look. Please weigh in again after your visit. Would love to hear what you think. Thanks again!
asif ahmed butt (not verified) - Aug 01 2013
The store looks awsome specially the rackings and the colour combination black with oak really reflects levi culture and modifications made timem to time.
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