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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

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.

  • 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.

  • Product collaborations with iconic NYC artists Futura, 13th Witness and Happy Noise. 

  • Custom Levi’s mobile vinyl lab including exclusive 7” vinyl in partnership with Rhino Records.

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