Miami’s Art Basel brings out the fashion crowd.
Following the Dior pre-fall men’s show held last week and a slew of activations by Fendi, PRPS and Thom Browne, Levi’s is getting into the art scene with Haus Miami, a temporary destination for premium items and artist-led customization.
Open from Dec. 5 through Feb. 29, 2020, the popup offers an expansive Tailor Shop, unique artist collaborations and other interactive experiences in Wynwood—the same neighborhood as Diesel’s new luxury condos—and the city’s hub for art and culture.
Shoppers can purchase items from Levi’s most exclusive lines, including its Premium Red Tab, Authorized Vintage, Made & Crafted and limited-edition product categories. From there, they can add personalized touches with input from artists from around the globe.
During the week of Art Basel, creative agency 625 Industries will lead Levi’s Tailor Shop program to provide expert guidance for shoppers looking for a hyper-creative, completely unique piece.
“Levi’s is excited to bring a full customization experience to life at Levi’s Haus Miami for our fans who have been personalizing their favorite jeans for decades,” Jennifer Sey, CMO of Levi Strauss & Co. global brands, said. “Now we can help them do it with advanced techniques like Future Finish, laser-powered technology that lets the consumer customize their jeans with one-of-a-kind finishing details.”
The two-story space is equally design-centric, with bold murals from local artists, hip neon signage and decorative lighting.
“This retail space in Miami is purely dedicated to self-expression, helping Levi’s fans create their next favorite item of clothing that they can and will wear for years to come,” Sey added. “What better place to create this experience than at the center of the thriving art scene: Wynwood.”
The popup will also feature Levi’s upcoming technological innovations and product drops, which will be unveiled to shoppers by scanning QR codes and engaging with the activation. Levi’s partnered with sustainable organizations such as local compost partner Fertile Earth, local recycling partner Lady Green and Jaden Smith’s Just Water to make the popup more eco-friendly.