Levis

Blue Lab Pop-Up Store

TEMPORARY BRAND AND LIFESTYLE SPACE

For Levi's Blue Label, LIGANOVA realized a holistic BrandRetail marketing concept. Central to the concept was the "Blue Lab Store" - a temporary pop-up store. The concept combined Retail Architecture with Visual Communication, Art, POS Marketing, Guerrilla Marketing and Event.

The Blue Lab Store was more of a temporary brand and lifestyle space than a classic retail shop. The main focus was to create a unique Levi's Blue brand world to reflect the target group and with which the consumer could identify.

FASHION MEETS ART

Inspired by the line's avant-garde direction, the core idea of the Blue Lab Store was "Fashion Meets Art". The architectural and interior concept was structured accordingly. The shop became a platform for the communication of fashion and art, where the extraordinary interior design and experimental style of product presentation by a selection of young, progressive artists allowed fashion to be presented as part of a diverse artwork; a synthesis of various art forms.

THE PLACE-TO-BE

A series of collaborations with personalities from the art and lifestyle scene turned the Levi's Blue Lab into the place-to-be. Exclusive to the shop was the "Levi's Blue Lab Paper", a corporate magazine combining information about the Levi's Blue brand world with the attitude of the 'Blue' generation, and accompanying visitors through the project.

A HOLISTIC BRAND EXPERIENCE

A series of live events at POS such as art exhibitions, live artist performances or midnight shopping events allowed visitors to experience the Levi's Blue brand even further. As part of the project "Levi's Blue Lab Store", the disciplines of architecture, art, live communication and visual communication were comprehensively and authentically translated to appeal to the target group.