Celebrating the 150th anniversary of an iconic jean
Levis’ 150 year history in fashion and culture
To celebrate the 150th anniversary of its iconic 501 jean, Levis put forth the task of creating an experience that intertwined its storied history of the 501 with San Francisco’s vibrant culture - Its birthplace and source of inspiration. Set against San Francisco's iconic skyline, Levi's 150th anniversary event was a symphony of tradition and innovation. From carefully curated assets and vivid graphics to the awe-inspiring 30' rope chandelier, every detail painted a picture of Levi's rich history. As the city that witnessed Levi's inception, San Francisco played host to an event that celebrated not just a brand, but a legacy intertwined with its own.
The power of integration between design, craftsmanship, and technology
Harnessing the essence of Levi’s 501 and San Francisco, we transformed the iconic San Francisco Armory into an immersive, 40,000 sq. ft activation, featuring multiple experiential sets, including a “gallery” inspired historical exhibit, a storytelling tunnel, multiple retail experiences, such as the 501 Factory where event goers could customize their favorite pair of 501’s, an awe-inspiring 30’ high chandelier, and more. The 8-day groundbreaking event was a testament to the power of integration between design, craftsmanship, and technology, to deliver an experience worthy of the celebrated 501 jean, and Levis’ 150 year history in fashion and culture.
