Levi's

“Jeans for Us”/A2

Bryant Park, NY, and Union Square, San Francisco

• Assignment: Create and install a consumer environment that introduced a new product line and tie-in to Goodwill charity with the first 1,000 entrants receiving a free pair of custom-fitted jeans.
• Objective: Create a functional and interactive environment that allowed consumers to be custom fit for a pair of jeans based on their body type.
• Results: Stylists analyzed the consumer and selected the style, and consumers left with a pair of perfectly fitting “custom” jeans. The success of the Bryant Park project triggered an immediate application of the same initiative in San Francisco’s Union Square.