In order to pull shoppers out of the confines of their homes, retailers need to think big. And with a “denim forest” art installation and a range of premium denim to choose from, the new Levi’s experiential shop in Shanghai does just that.
Earlier this month, the heritage denim brand welcomed its latest NextGen store in the heart of the city’s shopping district on Nanjing Road. Like its other Asia-based NextGen stores in Tokyo and Wuhan, this store offers a variety of personalization opportunities and lively displays.
“Levi’s is focused on bringing a highly personalized shopping experience to the consumer and this new, larger-format store embodies the brand’s bold stature and vision for China,” said Amy Yang, Levi’s managing director of Greater China. “This beacon store offers the most expansive product assortment and brings to life our brand story with a theater-like expression. We can’t wait for the people of China and the world to experience it.”
The store presents some of the brand’s most premium lines and distinguished pieces, including Levi’s Made & Crafted, Levi’s Vintage Clothing and Levi’s Authorized Vintage. It also includes a tailor shop for customers to personalize their new or vintage purchases with pins, patches, embroidery and painting.
With an emphasis on sustainability, the store is in the process of receiving its LEED certification, and is on track to becoming Levi’s first retail space in China with this title.
Aesthetically, the 670-square-meter space is a destination for interior design enthusiasts, with a centrally focused skylight and two floors of masterfully designed displays and art installations, including a staircase wall mural designed in collaboration with Chinese street artist Sheep Chen.
But perhaps the biggest draw to the store is the “denim forest” installation, which artfully displays 250 pairs of unused jeans to enforce Levi’s upcycling ethos. The installation took 72 hours to construct, and will only be available through the end of September.
The store is now open and following all local Covid-19 guidelines.