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.

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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.

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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.

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

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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.

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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.

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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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