Fighting stigma with Levi's at London's flagship store!
Levi’s® has been a longstanding, vocal supporter of equality and non-discrimination. Levi’s® are engaged in the battle for equal rights on many fronts, with a long history of supporting the LGBTQ community. Building on the success of last year’s collection, Levi’s® has gone one step further and put on a series of events around this year’s Pride in London celebration, giving back to the local community. The theme of this year’s collection is “Fight Stigma” – a message that has rippled across the globe for decades and captures the longstanding values of Levi Strauss & Co. (“LS&Co.”) and their commitment to fighting for and protecting the rights of the LGBTQ community. One of their biggest activations was at the London flagship store..
YR Live were invited to power the print pop-up with our expertise in live in-store customisation. The collaboration featured high quality direct-to-garment printing and t-shirts had a turn around time of just 5 minutes! This avenue of customisation was the first of its kind for the Levi’s® brand. We completely took over the front space of the store and built a custom design station to fit into the brick and mortar style to the shop front.
We built custom design software for the bespoke store experience and worked to develop a special Levi's showreel which was projected onto the back of our station. Customers were presented on screen with a design menu with six slick and stylish options, all giving a nod to Levi's heritage and values of the past, present and future.
Option 1: Wave your pride flag proud and select from a centre placement or crest.
Option 2: Customise the classic batwing logo with your name or favourite destination!
Option 3: Select from three exclusive styles and fill with a block colour or selection of graphic patterns.
Option 4: Personalise your breast pocket with initials using custom text entry.
Option 5: Select from classic Levi's logos or pick from your favourite city landscape!
Option 6: The 501 original. Pick from your favourite 501 logo and fill design using our colour palette.
The entire design experience was aimed to compliment the campaign’s initiatives to celebrate diversity, embrace individuality and fight for equal rights in every community. Grabbing the attention of young people in a digital format was crucial to capture our audience in a way which speaks to them best, enables us to spread awareness for HIV/AIDS within the LGBT community, and strive to educate on how to protect themselves best.
After the success of the summer pop up, we were invited to extend our stay in the store until this autumn/winter.