Insight
The 16,900-square-foot flagship store uniquely offers unprecedented personalisation using the work of local New York artists, plus the world’s largest Levi’s Tailor Shop. The launch required custom, accessible and inclusive content that would appeal to all global audiences, while staying rooted in New York culture.
Idea
A dramatic video display combines timeless Levi’s imagery with bespoke content that celebrates the city of New York, with the message ‘We Are NYC’.
The global brand and product imagery were merged with specially curated local content, to create a unique Levi’s Times Square experience. An hour-long video was looped on giant displays throughout the store, while a four-hour video was looped on the store exterior and on several sites across the square.
Impact
The content featured several New York personalities, while an opening-night concert featured performances from Nile Rodgers, Lauryn Hill, Q-Tip, Julian Casablancas, and the Wu-Tang Clan’s Raekwon.
AKQA is a design and innovation company that employs over 6,500 professionals across 20 countries. Named Digital Agency Global Network of the Year in Campaign’s 2023 Global Agency of the Year Awards, AKQA was also awarded the Cannes Lions Grand Prix for Digital Craft in 2023, and the Grand Prix for Design in 2021. In 2023, AKQA was recognised as a winner in Fast Company’s Innovation by Design Awards. AKQA also won Fast Company’s World Changing Ideas in 2021, and 2022 and led Gartner’s research into global marketing agencies in 2021.