LS&Co. Unzipped
Oct 01 2010
What's in Store? A Lot, Really.
The folks at the Levi’s® brand are, understandably, well known for the amazing product in their stores. Makes sense, right?
And as they expand in the retail world, they’re also becoming known for the stores themselves.
If you’ve had the chance to visit the brand’s flagship in London, you know what I’m talking about. It, too, is amazing. And now, an award winner. Make that awards!
Now, in the interest of full disclosure, I have to tell you that I’m a founder of the design firm, Checkland Kindleysides, that worked on the store with the Levi’s® team. So I may be a bit biased in my praise of this remarkable store.
But when the prestigious Retail Interiors Awards were announced in London earlier this week, it was clear that others – experts in the field – agreed.
The Levi’s® London flagship won top honors for Fashion Retail Interior of the Year, Visual Merchandising Solution of the Year, and Best Use of Lighting.
What the Levi’s® team wanted in the store was to focus on the craft of the brand, artistry in denim and storytelling in a really confident way. Working with them, we set out to give consumers a unique experience, as well an understanding that this brand is creative, inventive and masters of its craft.
That’s why there is so much attention to detail in the architecture that relates directly to the brand’s heritage. The store takes you on a journey through the origins of denim and actually feels like an artisans workshop – with huge wooden entry doors, emphasizing craftsmanship with traditional construction.
We also used contemporary materials with twists on industrial furniture to connect the craft of Levi’s® jeans with their work wear heritage – even in the fitting rooms, where the walls are made from duck canvas, linking to the brand’s inventive and pioneering roots.
I’m proud that the store has created a huge amount of interest. Magazines and books around the world have published images and articles about it.
What seems to have captured people’s imagination is the unique way that the store tells stories about Levi’s jeans in an easy way to shop, yet gives a real sense of connecting craft with the architecture. We even have local crafts people who exhibit their work in store.
Next time your in the neighborhood, I hope you’ll stop by to see for yourself. In the meantime, have a look at the pictures to see...what’s in store.
Posted By: Jeff Kindleysides, Founder, Checkland Kindleysides |
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Aisling (not verified) - Oct 09 2010
Luv it.........
mordechai (not verified) - Oct 04 2010
congrats! looks like a beautiful store
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