At three stories and just over 7,500 square feet, the new Levi’s® store in Wuhan, China, is the largest in the country. The store, which opened this week, blends a modern expression of the classic Levi’s® brand with expressions of the local Wuhan heritage and has been designed to provide the ultimate shopping experience space for consumers.
“With our first beacon store in Wuhan, we want to transform the retail experience for our customers. From the stunning multimedia content on the exterior façade of the store to the wall mural drawing that resembles a beautiful dragon to the materials you can find at the Levi’s Tailor Shop® to personalize your trucker jacket, no detail has been spared to celebrate originality and authenticity,” said Amy Yang, Managing Director of Greater China. “This store will be the start of our store transformation in China as we aim to take the business to the next level.
Inspired by the famous lighting design of Wuhan architecture, the new beacon store features a shop façade covered with large LED screens that showcases both the Levi’s® brand’s century-old denim heritage and future innovations through stunning visual effects. Spanning the breadth of the three-level space, it is the biggest façade for a Levi’s® store in the world.
The store’s interior design follows the Levi’s® trademark denim tone and popular wood-tone decoration, all designed to create a comfortable and aesthetically pleasing retail experience. It has one of the largest full-service Levi’s® Tailor Shops in Asia, where consumers can have their favorite denim pieces tailored by a team of specialized craftsmen. The store also features premium collections, including Levi’s® Vintage Clothing, Levi’s® Made & Crafted, Levi’s® Authorized Vintage, Made in Japan and the iconic 501® jeans.
“The team has worked very hard over the last four months to make this beacon store come to life in record time,” said Vera Wong, Senior Project Manager. “We’re very proud of the outcome and are looking forward to seeing this beacon store shine in upcoming months.”
To celebrate the Wuhan store opening, Levi’s® is teaming up with the lead singer of the band New Pants to launch a limited customized T-shirt and denim jacket as well as hosting a concert to celebrate the creativity of local young performers. It is the latest in the brand’s collaborations in the Chinese market aimed at establishing Levi’s® as the leading authority in denim, following our recent partnership with QQ Dance and the rollout of Levi’s customization services on WeChat.