American denim brand Levi Strauss & Co. has opened the doors to its largest store to-date. Coming in at 16,902 square-feet, the brand’s new store in New York City’s Times Square at 1535 Broadway (between 45th and 46th Streets), delivers a one-of-a-kind shopping experience that celebrates customization, personalization and local New York artists. This is the sixth NYC store for the company, with other locations in SoHo, 14th Street, Meatpacking, 34th Street, and Brooklyn.
Home to the largest Levi’s Tailor Shop in the world, the Levi’s Times Square flagship offers consumers the most comprehensive customization 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 — to craft the perfectly customized piece. 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.
“LS&Co. is focused on bringing a highly personalized shopping experience to the consumer and this new, larger-format store embodies the brand’s bold stature and vision,” said Roy Bagattini, executive vice president and president, Levi Strauss Americas. “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 personalized and customized product as part of a unique, engaging shopping experience.”
The new Levi’s Times Square flagship store offers the largest Levi’s product assortment under one roof with Levi’s , Levi’s Premium, Levi’s Made & Crafted, Levi’s Vintage Clothing, Levi’s Authorized Vintage, Levi’s Collaborations, Accessories, Footwear, and Kids as well as hyper-local Levi’s product only offered at this location. Shoppers will find a seamless experience with mobile points-of-sale and associate-assisted ordering throughout the store, larger dressing rooms with convenient call buttons, comfortable seating, a bright atmosphere, and even store hangers manufactured from 100% recycled jeans.
For this new store, the Levi’s brand is piloting a virtual 360-degree store experience where consumers 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.
While the store will bring a definitive, center of culture experience to the more than 50 million people who visit Times Square each year, it will also serve as a newsroom. The Levi’s flagship store will host Extra! TV for a yearlong in-store residency that kicks off during the opening and continues with weekly celebrity and pop culture news broadcasts from their 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,” added Jen Sey, chief marketing officer for LS&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 emphasize customization, denim leadership originality and the authenticity that only Levi’s can claim.”