Levi's opens NYC flagship in Times Square

In its quest to redesign and reimagine the shopping experience, Levi Strauss & Co. has opened the doors to its new Levi’s flagship store in New York City’s Times Square at 1535 Broadway (between 45th and 46th Streets). The brand's sixth store in New York City, the Times Square flagship is designed to deliver a one-of-a-kind shopping experience that celebrates customisation, personalisation and local New York artists.

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The 1,570 sq m, multi-level store is the world’s largest Levi’s flagship destination and leverages the very best in store design, product assortment and omni-channel capabilities.

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Home to the largest Levi’s Tailor Shop in the world, the flagship offers consumers the most comprehensive customisation options to date with four on-site tailors and direct-to-garment (DTG) printing capabilities. With iPads and tailors staffing the shop from open to close, consumers can access a breadth of options, including preloaded photos, images, logos and text designed by local New York artists.

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Debuting with four New York-based artists – graffiti artist Futura, urban photographer 13th Witness, graphic designer Happy Noise and visual artist Cey Adams – the Tailor Shop will feature custom pieces and exclusive designs available for a limited time.

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'LS&Co. is focused on bringing a highly personalised shopping experience to the consumer and this new, larger-format store embodies the brand’s bold stature and vision. This flagship offers the most expansive product assortment and brings to life our brand story with a theater-like expression. And by featuring the largest tailor shop in the fleet, the Levi’s Times Square store responds to consumer preferences for personalised and customised product as part of a unique, engaging shopping experience,' says Roy Bagattini, executive vice president and president, Levi Strauss Americas.

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Shoppers will find a seamless experience with mobile points-of-sale and associate-assisted ordering, larger dressing rooms with convenient call buttons, comfortable seating, a bright atmosphere, and sustainable design elements throughout, including store hangers manufactured from 100 per cent recycled jeans.

The brand is piloting a virtual 360-degree store experience where shoppers can tour the store before they step foot inside. Online shoppers can access the virtual tour from the Store Finder tab found on levi.com. By clicking on store hot spots, they can learn more about the store, check out the Tailor Shop or browse the assortment of 501s, 711s, trucker jackets and other products inside.

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The store will also serve as a newsroom, hosting Extra! TV for a year-long in-store residency, with weekly celebrity and pop culture news broadcasts from its on-site locale.

'Levi’s is an accessible, inclusive brand that inspires consumers from all walks of life. Both Levi’s and Times Square are cultural institutions, replete with history and stature, so the brand and location pairing makes perfect sense,' says Jen Sey, chief marketing officer for Levi Strauss &Co. global brands. 'Our direct-to-consumer and global marketplace strategy continues to pay off as we continue to invest in truly unique consumer experiences that emphasise customization, denim leadership originality and the authenticity that only Levi's can claim.'

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