Levi’s is building excitement for the grand opening of its fourth New York City location this time in Times Square by commissioning 3-D sidewalk chalk artist Julian Beever to create an original piece of art for the event.
“The Levi’s brand is loved by many different communities out there—and Julian’s artwork is very participatory and about making people part of his art so we thought if there was a way to take some of Levi’s’ iconic elements and marry them to Julian’s art it could be a match made in heaven ” Doug Sweeny director-brand marketing Levi’s told Buzz.
Starting May 12 the artist will be taking over Military Island (44th and Broadway) in front of the new Levi’s store for four days where he will create the Levi’s-themed piece. On May 16 visitors to Times Square can get their photo taken with Beever’s artwork and then pick them up at the Levi’s store. The photos will be featured on the giant screens in the heart of Times Square.
Levi’s is also driving traffic to its store by sending out street teams dressed in t-shirts sporting the message “San Francisco to Times Square” with a graphic of the New York City subway lines on it. The San Francisco-based brand is playing off the phrase “Brooklyn to Manhattan.” A sweet coincidence: The new store’s address is 1501 Broadway (501 Jeans).
In addition to spreading word of the new store and Beever’s work the street teams will make sure consumers can take advantage of free rickshaw tours with any purchase at the new Levi’s store. Twenty branded rickshaws will be lined up in front of the store on May 16 entirely dedicated to Levi’s and its consumers.