Successful pop-ups use every minute of the day that they’re open, expanding beyond retail and into education and entertainment. Levi’s Haus Miami engaged an array of consumers and influencers over several months, making use of a vacant lot in Miami’s super trendy Wynwood Arts District while capitalizing on a banner season for the city.
Open from Art Basel Miami in December through the Super Bowl and into the spring, Levi’s sustainability-focused pop-up took temporary residence on one acre of undeveloped property that accommodated a fashion customization studio, art house, concert venue, retail space and tastemaker meetup hot spot in a fishbowl-style footprint that took cues from Miami’s lush and modern aesthetic. It was just the sort of “village” to inspire Gen Z, millennials, fashion-obsessed consumers, street-style and denim enthusiasts along with Miami’s most prominent influencers.
And here’s what went down inside: There were workshops with artists and guests such as Shepard Fairey, Futura, ASAP Ferg, A-Trak and James Murphy that connected art and music with Levi’s customization technology. A private concert by Grammy-nominated artist Khalid helped officially launch Levi’s XX Chino during Super Bowl Week, and other regularly rotating product drops and musical programming drew in media, influencers and Miami tastemakers.
In the Design Studio, attendees used Levi’s exclusive Future Finish (an all-new FLX laser technology) to personalize every detail of a pair of jeans, from the color of the wash to the worn areas and fade level. Tailors and artists stationed in the on-site Tailor Shop assisted guests while they customized artistic flare on a pair of jeans with patches, monograms and graphics.
But beyond the utilization, the pop-up aligned with Levi’s environmental initiatives from top to bottom. The brand up-cycled shipping containers to house the key experience elements. Designed in light, natural wood, a simple fence lined the footprint and an archway with a clean black Levi’s logo greeted visitors as they walked in. Attendees then walked a greenway where they explored the 12 fully custom fabricated modular spaces spanning 48,000 square feet. Surrounding them were 6,000 live plants, and the entire pop-up was powered by biodiesel.
Levi’s also leveraged partnerships with 15 Wynwood and Miami-based companies committed to sustainable practice and products, keeping the project green from planning through execution, and improving the local community while doing it. It required 200 hours of permitting and careful management of local lobbying during high-profile event periods for the City of Miami.
In all, Levi’s Haus Miami offered 152 days of continuous art, music and fashion-related activations ultimately generating 498 million media impressions, 33 million social media impressions and $7.8 million in ad value. Forever in blue jeans.
