This was a shop-within-a-shop concept designed for Levi Strauss & Co. to appeal to the young men’s age group. It used an industrial hot rod feeling complete with moving gears, airplane wings, logs and rear view mirrors.

The Ultrashop also consisted of a dedicated silverTab shop with a different set of custom-design fixtures. silverTab is Levi’s fashion-forward clothing line.

Two interactive kiosks were in the shop. The Red Tab kiosk hosted levi.com and was built out of all matierials and elements that were used elsewhere in the store.

The silverTab kiosk’s design was consistent with the fixtures in the silverTab shop. The interactive content used a video camera mounted to the top of the kiosk to digitize heads of the user to place onto outfits which could then be emailed.

Shown here are pictures from the Ultrashop in Macy’s Union Square in San Francisco. This design and concept was rolled out to many Macy’s department stores across the country.

Medium

Retail Environment

Client

Levi Strauss & Co.

Agency

Zimmermann Crowe Design

Role

Overall store concept; design of silverTab fixtures and store; design of kiosks and in-store branding elements

Publications/Awards

Corporate Design 3, published by Graphis, 1998, pp. 90-93

Date

July 1997