Levi's along Regent St. here in London have gone from an OK brand which I quite liked now and again to one of the hottest multiples in the city which I love to view. This store in particular with its exhibition / event space, before you even reach any product has got be a winner right now. OK, Nike town did this kind of thing over 10 years ago (and possibly longer) but this is far more innovative. Nike just seemed to have a space before one reach any product, however Levis are really utilising it with such interesting projects, whether it be incredible Art installations or as right now with its Craft of Music sessions with (as its large format graphic says) "singer song writer legends to piano virtuosos, from beat box maestros and live dub step pioneers to true masters of indie rock.....the Craft of Music will give you the chance to experience and engage musics most exciting artists as close as you can possibly get". This is such an exciting move, and I will definitely keep checking back.....I just cant help but love the whole concept. Brilliant.
Monday, 23 November 2009
This another one of those brands that I rarely take notice of while out meandering through the city. The brand, at least for me, seems to go through peaks and troughs of being the place to be, have the stuff to wear and supported with an incredibly cutting edge brand campaign to fading away to nothing at all - yet still always there. Currently, I don't think I hear anything from this brand at all? I may be wrong and just anaesthetised. Anyway, Big Brother informs me that the boys and girls from Levi's San Fran head office have been dropping by and silently checking out the blog, so I must be nice here. I did actually record the previous scheme to this a few weeks ago which had a series of card board cut out figures and using the bust forms to carry the merchandise but I just got carried away with so many other fantastic schemes happening. Anyway, from time to time Levi's do install some interesting concepts even if it is out of a manual of 'how to'. This is a shame. If perhaps, and this is only a suggestion boys and girls in San Fran head office, if you have a look at the concepts that Diesel are doing or how they are working, i.e. stores seem to vary quite considerably in London as the creativity is rather more localised, then maybe, just maybe it will put the cool back into the brand again. I promise to feel inspired and excited too if you like, and be the first to tell everyone in here, out there, or at least somewhere about your new approach. So....go on...please....just give it a whirl.