Last week, the Levi’s® brand celebrated the opening of Levi’s® Champs-Élysées, 12 years since first opening doors on the iconic Parisian avenue. Situated in the heart of one of the most renowned and visited shopping destinations in the world, the new redesigned flagship store spans over 5,300 square feet across two levels and demonstrates Levi Strauss & Co.’s focus on accelerating its brand-led, direct-to-consumer (DTC) and diversification strategies through elevated shopping experiences.
“The opening of our Levi’s® Champs-Élysées flagship store marks another important moment for the brand in this fashion and cultural capital as we continue to affirm our leadership as a global, DTC-led retailer,” said Lucia Marcuzzo, managing director for Europe at LS&Co.
Located in one of the most celebrated fashion hubs in the world, Levi’s® Champs-Élysées will offer a full range of Levi’s® styles, from the iconic Levi’s® 501® jean and other classic denim fits to Truckers, dresses, tops and accessories. The store’s Tailor Shop has also been revamped to include more elevated options, making it possible to extend the life of, or even completely reimagine, anyone’s favorite piece of Levi’s® denim.
The opening of the Levi’s® Champs-Elysées store also marks an evolution of our Indigo retail concept, which rolled out across our fleet in 2020 to elevate storytelling and infuse the Levi’s® brand’s DNA into the store experience. The new Paris flagship includes a series of bespoke details, starting with a totally unique store façade that incorporates an LED-lighting structure with eye-catching animations visible throughout the day and evening, pushing the consumer experience to new levels and designed to appeal to local and international Levi’s® fans alike.
Among the key features are the addition of new custom mannequins and fixtures to highlight seasonal newness and better display the full range of head-to-toe looks available in the store. Fit education has also been enhanced through 3D digital screens available in multiple languages, and the overall immersive brand experience will be supported by a giant LED screen. Enhanced brand experiences come to life through music and sound, with a French soundtrack playing throughout the store and the refreshed style lounge, and consumers can dive more into the connection between Paris and the 501® jean by watching a video playing on the modern Archives 501® wall.
In addition to its normal product offerings, the Levi’s® brand will be releasing special Paris-influenced collections, available for pre-access at the new flagship. Other excitingcapsules and collaborations, exclusive to the store, will also be available throughout the year, starting at launch with a collaboration with music performance and creative platform COLORSxSTUDIOS.
The Levi’s® brand — and its longstanding relationship with creative, intrepid and visionary “doers” across all walks of life — will continue to come to life at Levi’s® Champs-Élysées through a full program of events lining up artists, creatives and other personalities throughout the year.
During a year in which all eyes are on Paris, the redesigned shopping experience celebrates the brand’s unequivocal denim authority and complete, head-to-toe product offering. It also reinforces the Levi’s® brand’s connection to the fashion-forward city and cements its position at the center of culture.
“We are excited to welcome fans from Paris and across world to discover the best of the brand and create the next generation of fans who love to live in Levi’s®,” said Lucia.
Want to learn more about how Levi’s® arrived in Paris? Check out this From the Levi’s® Archives episode that breaks down how the brand made its way to the world’s fashion capital.
