Levi's unveils new look for CINCH Soho store

The Levi's destination store CINCH on Newburgh Street, Soho has unveiled a new interior design. Lucky Fox took on the task of designing, refitting and reigniting the store as a retail destination that showcases not only Levi's vintage clothing but also the brand's seasonal special collections.


On the ground floor, Levi’s merchandise is set against a light and bright monochrome palette – a stark contrast to the previously dark and dated interior.


Floor-to-ceiling magnetic graphic feature walls add character and can be changed seasonally for billboard style campaign imagery. The cash desk is made from concrete, with a glass top extension housing air plant foliage, adding another bespoke touch and giving a premium and naturalistic feel.


Keen to re-use and recycle where possible, the store features shelving repurposed from wood previously used in the store to clad the walls.


In contrast to the ground floor, the vintage clothing room focuses on the LVC collection and is darker and atmospheric to give the feel of a premium showroom.


Retaining the integrity, authenticity and history of the brand was important to the scheme design. Inspired from a screenshoot of a Levi’s vintage commercial, bespoke neon cowboys in the store window are a playful homage to the brand’s history. The window is kept open apart from the neon signage, ensuring key in-store sightlines and allowing more natural light into the space.


Elsewhere, copper piping and fixtures are used to echo the copper sundries that feature on the jeans and are so recognisable with the denim brand.


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