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Levi's is one of the most widely distributed fashion brands in the world, but its flagship stores are a different story. The one on the Champs-Élysées, spanning 540 square meters over two floors and designed as a temple to denim in the heart of France’s busiest avenue, is more than just a store: it was conceived as a cultural and social space capable of hosting events, performances, and artistic activations.
For the grand opening of this new flagship store, Levi's wanted an artistic collaboration that would live up to the venue: a piece designed to stand the test of time, and a launch party that would leave a lasting impression on key figures in the fashion and music industries. Studio Artera was commissioned to identify the artist and design the installation.
Studio Artera commissioned Quentin DMR to create a monumental 100-square-meter installation around the flagship store’s central staircase. Blending photography with a denim filter, the work offers a fully immersive experience of the brand’s materials and heritage, visible every day to the hundreds of customers who walk through the store’s doors on an avenue that sees more than a million visitors each month.
Ahead of the launch, a video interview and behind-the-scenes footage of the collaboration were produced and posted on the Levi's Paris account, then shared in Stories, amplifying the event's reach well before the big night.
The opening night brought together numerous figures from the fashion and music industries for a private showcase. The event featured a photo booth, a denim jacket customization workshop, and live performances in a space designed to function as both a stage and a store.
Photographs by Stanislas Liban.
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