Everything is bigger in New York City, including Levi’s new largest-ever flagship store in Times Square.
Rumored to be on the brink of an IPO, Levi’s opened a 16,902-square-foot, multi-level store at the “crossroads of the world” Friday. Located at 1535 Broadway, the store is home to the largest Levi’s product assortment in the world and exclusive “hyper-local” merchandise.
The store replaces the previous Times Square Levi’s store, which occupied a corner space a couple of blocks north of the new locale.
“Levi’s is an accessible, inclusive brand that inspires consumers from all walks of life. Both Levi’s and Times Square are cultural institutions, replete with history and stature, so the brand and location pairing makes perfect sense,” Jen Sey, chief marketing officer for LS&Co. Global Brands, said on Levi’s Unzipped blog.
The flagship was designed for a seamless and highly personalized shopping experience. Mobile points-of-sale and associate-assisted ordering are available throughout the store. Large dressing rooms are enhanced with convenient call buttons, comfortable seating and a bright atmosphere. And sustainable design elements can be found across the store, including hangers made from 100 percent recycled jeans.
On the ground level, shoppers will find limited-edition New York City-centric pieces, including Levi’s Premium jeans with Statue of Liberty motifs and repeated “NYC” patterns. The prints are achieved using the company’s new laser finishing process, F.L.X. Technology.
The ground floor also houses the Levi’s Tailor Shop. The shop offers consumers the most comprehensive customization options to date with four on-site tailors and direct-to-garment (DTG) printing capabilities. Through iPads, consumers can access a broad scope of customizable options, including preloaded photos, images, logos and text designed by local New York artists. On-site tailors are also on hand to add patches, paneling, chain stitching and more to jeans, jackets, tees and totes.
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Other areas on the ground level are dedicated to winterized Trucker jackets, children’s collections, Levi’s collaborations with Mickey Mouse, the MLB and NFL and streetwear-inspired basics, like logo sweatshirts, canvas backpacks and beanies.
Along with accessories like branded totes and socks, a holiday section with denim stockings, Santa hats and Trucker jacket ornaments tempt shoppers with add-ons.
On the lower level, consumers will find a timeline of Levi’s Vintage Clothing for men and women, as well items from Levi’s Made & Crafted line and the brand’s recent men’s collaboration with Justin Timberlake. Vintage hunters will also find a vast assortment of Levi’s Authorized Vintage.
The store will also double as a newsroom. It will host Extra! TV for a year-long in-store residency that kicks off this week and continues with weekly celebrity and pop culture news broadcasts from the on-site studio.
“LS&Co. 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,” said Roy Bagattini, executive vice president and president of Levi Strauss Americas. “This flagship offers the most expansive product assortment and brings to life our brand story with a theater-like expression.”