Design showcase: Levi's opens first UK branch for women

Denim brand Levi's first UK store aimed just at women shoppers has opened at Bluewater in Kent. The design brief called for an ‘on brand’ experience that celebrated the diversity of the brand’s female consumers, and their own style statements.

The Levi’s in-house design team worked with VM specialist Lucky Fox to design the store, which was built by CDS Group, the parent company of Lucky Fox.

LED window signage highlights the personalisation services offered in the store as customer enter, with a ‘Started by us, finished by you’ message. Images from Levi’s campaign images aimed at women are printed on ply panels, canvasses and lightboxes.

Locally-born artist Jessica Sharville was commissioned to create bespoke murals in the fitting rooms of the store. The hand painted images aim to interpret ‘Levi’s-empowered women in all her guises,’ according to Lucky Fox.

Visual focus points have been introduced throughout the store, including wall art and glass plinths which display white rocks and plants. Mannequins, wearing Levi’s products, are on display.

The curves of the female body, and of the ‘arcuate’ of the back pocket of Levi’s jeans, has inspired textural curves built into the walls at the rear of the store.

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