To announce the return of a ’90s favourite – Levi’s® Engineered Jeans™, or LEJ – the global denim brand commissioned Lucky Fox to design and install a pop-up to launch the Spring/Summer 2019 LEJ collection at various retail destinations in London.
Based on a concept of graphical distortion, Lucky Fox designed and created the impactful pop-up areas to launch LEJ product in the windows and instore of Size, Selfridges and the brand’s own vintage clothing store on Newburgh Street.
At Selfridges, a freestanding 3D block structure illuminates the campaign imagery. The pop-up structure cleverly incorporates hanging fixture rails set within concrete plinths to display the hero pieces from the collection.
At Size’s store on Carnaby Street, the store window is used as a stage to showcase the campaign, with similar 3D block structures displaying the campaign imagery. Instore, concrete plinths incorporating the garment fixtures are used again.
Twenty years ago Levi’s® introduced Levi’s® Engineered Jeans™, an innovative approach to denim that used twisted side seems and a darted yoke to create a more ergonomic fit. For the 2019 edition, Levi’s® Engineered Jeans™ are all about style, and come in the popular, more contemporary fits that allow for a vintage vibe while maintaining a more modern silhouette. Levi’s tells us it’s everything that made the 1999 version so popular, but updated with a contemporary style.
