Spotlight
TIMES SQUARE
FLAGSHIP LAUNCH
The Ask
Levi’s needed to create a powerful brand moment to highlight the grand opening of its largest retail store ever in New York City’s Times Square. Create a never before done retail event celebrating one of the greatest cities in America.
The Plan
Develop a once in a lifetime surprise in-store New York moment the night before the opening that celebrated true New York culture with curated collaborative performances, insane VIP & celebrity influencers, massive product collaborations and in-store experiences that elevated customization like no other.
Levi's Times Square Flagship Launch
The Result
Once in a Lifetime Music Experience.
400+ Attendees.
498 Million+ Media Impressions.
Two Stages.
Seven Performances.
Six Food Experiences & a Speakeasy.
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A true New York experience like no other featuring performances by Lauryn Hill, Joey Badass, Julian Casablancas, De La Soul, Q-TIP, Raekwon, Nile Rodgers + Chic. Plus VIP guests including Hailey Baldwin, Dylan Sprouse, Ansel Elgort, Christie Brinkley and lots more.
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Product collaborations with iconic NYC artists Futura, 13th Witness and Happy Noise.
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Custom Levi’s mobile vinyl lab including exclusive 7” vinyl in partnership with Rhino Records.