Levi's Lot Offers a Respite From Super Bowl City - Event Marketer

Levi’s Lot Offers a Respite From Super Bowl City

db_levis_edta_2016
Brand: LEVI'S
Agency: MKTG
Awards: EXPERIENCE DESIGN & TECHNOLOGY AWARDS — BEST PERMANENT OR POP-UP RETAIL EXPERIENCE
Year: 2016

Levi’s already had the naming rights to the stadium that would host Super Bowl 50, but to elevate its presence and focus on consumer engagement and music, the brand built the Levi’s Lot two-story pop-up at Super Bowl City in San Francisco. The multi-use space primarily served as a retail outlet for consumers to purchase limited edition NFL product for all 32 teams.

Levi’s Lot, however, also served as a hang place to escape the swarms of people in Super Bowl City. On the second floor was a functioning bar and lounge that doubled as a chill space for fans with local djs pumping beats throughout the afternoon and early evenings. The structure, built from a repurposed shipping container, offered “industrial cool” elements like a succulent wall made from wood pallets, iron and industrial cable wire. And did we mention the views of Super Bowl City, including the Levi’s performance stage across the park?

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