LEVI'S x CORBIN SHAW

BRIEF

Margaret was tasked with driving awareness of the re-launch of Levi’s flagship Regent Street store among young Londoners, positioning it as a cultural destination for a new generation.

IDEA

Informed by the insight that “New Modern Londoners” often come from across the UK, we created a citywide campaign and immersive in-store takeover with emerging artist Corbin Shaw. Originally from Sheffield, Shaw embodies a new wave of London creatives.

He designed a bespoke 40-foot denim tapestry installation, telling the story of his personal journey to London, which became the centrepiece of the store. The activation extended beyond retail into culture, with a press preview and a series of creative workshops for media and creators.

The campaign scaled across the city through OOH and transport takeovers, including buses, the Underground and a full wrap of Metro, amplifying reach and embedding the work into London’s cultural landscape.

Margaret led the cultural strategy, creative concept, talent partnership and management, media planning, content production, event production, PR and influencer engagement.

RESULTS

The campaign increased footfall by 25% in during the campaign and drove an 80% increase across Levi’s owned social channels during the takeover period.

Out Of Home activity delivered significant visibility, including an estimated 3 million impacts around Oxford Circus over two weeks, alongside a 24-hour digital takeover of Metro generating 18 million impressions.

The installation extended beyond the initial launch, with the Corbin Shaw tapestry now touring across Levi’s London stores, creating ongoing cultural and retail engagement.