Levi’s Haus, London
40 Great Marlborough St, Soho, London W1F 7JQ
Levi’s all new eco concept store Levi’s Haus highlights the brand’s sustainable values through recycled and upcycled activations, which immerse, involve and educate both Levi’s lovers and conscious consumers alike.
Sustainability is now a genuinely mainstream concern, particularly in fashion and especially in denim. ‘Levi’s Haus’ is the blueprint for a new in-store customer experience, that is defined by creativity and a circular economy. Designed around the premise of making a pair of Levi’s last even longer, it’s a public demonstration of the brand’s sustainable journey towards reducing the environmental impact it takes to make every pair of jeans.
The store is located just stone’s throw away from the brand’s flagship on Regent Street and Cinch, the brand’s cool, boutique store just behind Carnaby Street.
The customer offer centres around the three Rs; Repair, Reimagine and Recycle. Levi’s in-house expert tailors, as well as artists, craftspeople and charitable organisations, come together under the Levi’s Haus banner to create a range of experiences and new products, all in the name of sustainability.
With an increasing number of tailor workshops in their stores, Levi’s Haus elevates craftsmanship into a theatrical experience. The new store features a mezzanine, which allows customers to watch tailors at work on the floor below and enjoy the denim artworks that adorn the walls, including the denim map of London, that gives the store a local flavour.
It’s a fresh concept from the brand, which differs from the standard flagship and appeals to a broad range of consumers who enjoy experiential retail. Levi’s Haus is likely to be rolled out to other locations, where the brand can attract a similar environmentally-conscious consumer.