Levi’s reopened its London flagship store on Regent Street this week with a completely new look based on craftsmanship.

In a bold move, the front of the store has been turned into a “courtyard” and launched with graphics and life stories on 18 London-based artisans from a guitar maker to a tattoo artist, who will form the basis of the store’s launch publicity. This space will change on a monthly basis.

The two-level, 8,535 sq ft store is full of industrial allusions reinforcing the theme of craft and manufacture.