Espace V.O, basement floor of Paris department store Galeries Lafayette Haussmann .

SITUATION

During the Christmas period of 2004, Levi’s invested in a temporary instore « mini workshop » in the V.O. floor of Parisian Galeries Lafayette.

The brand wanted to propose an artistic retail event to the customers.

CONCEPT

During 10 days, each customer who bought a Levi’s item could have the opportunity to have it customized for free by one of the artists in the workshop.

This mini workshop as well as the Levi’s cash desks were all redecorated by the artists.

La MJC was in charge to select the different artists for the jeans customize.

André, was first chosen by the brand. He was joined by the Kolkoz crew.

In order to propose something different from the graphic styles already selected by Levi’s, La MJC recommended the artist Sylvie Auvray.

Her style was the complete opposite of graffitis and urban influences of André and the Kolkoz.

GOALS

-Supporting and pushing the Christmas sales.

-Emphazing the link between Levi’s and the urban art world.

-Increasing Levi’s customer fidelity.

RESULTS

-The event was a huge success. Some of the Levi’s products were out of stock.

-The Levi’s hostesses directed the customers to the workshop, which was always packed.