Last month saw the opening of Levi’s latest NextGen store concept, this time on Shanghai’s East Nanjing Road. This new store joins existing NextGen stores in Tokyo and Wuhan in Asia, and will be the brand’s pinnacle store in China, as the company states.
The elements of the beacon store combine the latest concepts and designs of the brand’s NextGen store initiative, aiming to transport an omni-channel experience to consumers.
The 670-square-meter, two-floor store was designed around a central skylight feature, creating a spacious and light-filled environment. It features local art on a large staircase wall mural, created in collaboration with Chinese street artist Sheep Chen.
Staircase with mural art by Chinese artist Sheep Chen
Another eye catcher is a denim forest installation using 250 pairs of unused jeans to inspire shoppers about the creative ways in which old denim can be repurposed. The art installation will remain in the storefront until the end of September.
The store features a denim forest installation
As for the assortment the shop showcases a range of jeanswear and accessories alongside the brand’s most premium lines, such as Levi’s Made & Crafted, Levi’s Vintage Clothing and Levi’s Authorized Vintage, a collection of pre-worn Levi’s denim pieces that are 100% unaltered or retooled with minimal adjustments by Levi’s own tailors.
Additionally, a Tailor Shop is located on the store’s second level. There shoppers can revive their preloved vintage pieces or personalize new Levi’s purchases, in addition to the Tailor Shop customizations such as pins, patches, embroidery and painting.
Levi's mirror logo installation on the store's ceiling
With the beacon store Levi’s also wants to set a new benchmark in green retail for the brand as it’s the first store in Mainland China to be certified LEED Silver. As part of the certification process, the Shanghai store is being evaluated across the following criteria:
- Energy use: using highly efficient VRV system and energy star equipment
- Efficiency of water usage: partnering with the landlord to use water-saving appliances
- Quality of indoor environment: providing a healthier environment for partners and consumers than the outdoor environment and better ventilation flow through the use of advanced air filtration systems according to ASHRAE standard
- Sustainable materials and resources: sourcing local and recycled content material for the design and construction of the store
“As the brand significantly expands its business in China, it wants to lower its carbon emissions and demonstrate that commitment to its partners and consumers in the market. The insights gleaned from the Shanghai store’s certification will provide guidance on how the brand executes its store design, construction and operation through its next NextGen store concept in China,” Levi’s comments in an official statement.
Inside entrance of Levi's NextGen store
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