The Levi's flagship store on London's Regent Street has reopened, following a facelift provided by Leicester-based design agency Checkland Kindleysides.
The redesign takes its format cue from the denim company's Paris store, which opened in autumn last year. As well as the interior revamp, major structural changes to the store have also been carried out, aimed at improving navigation and increasing available floor space.
The store's fascia branding consists of two hand-crafted steel 'arcuates' (the double-curved stitch detail on the back pocket of Levi's jeans) fixed to red corrugated steel in the windows.
Within the store, the two-tiered DJ tower and gantry has been removed, adding 375 sq ft (35 sq m) to the selling area and opening up the space.
Three kiosks, created to promote heritage and modernity have been fashioned from solid oak and stainless steel on the ground floor, while the existing gate system has been clad with whitewashed timber to give the area a warmer look. The service desk has been moved to the store's rear and changing rooms have been redesigned, with red metal locker doors and leather strap handles.
The lower-ground floor is devoted to girls' clothing and is introduced by a lifestyle display at the top of the stairs accompanied by a Medusa graphic applied to the mirrored wall and spanning both floors.
Fixtures and colour schemes from the Paris store's Girls concept have been used for the lower-ground floor, ensuring brand consistency, according to Checkland.
The store reopening also coincides with the launch of www.levis-girls.com.
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