Via a retail art program, we created an inspiring consumer experience for Levi’s in its newly opened Beijing flagship store at the Solana shopping mall.
We collaborated with Hangzhou-based street artist Kiddy to develop a three-story-tall staircase mural in his signature vector style.
Architectural feats of the Chinese capital—such as the upturned eaves of the Forbidden City and the stacked discs of the Temple of Heaven—are tucked within the bold arrangement of shapes and colors, a way of paying homage to local culture. The iconic silhouette of the Levi’s Batwing logo also appears within the composition, affirming the brand’s intimate ties with Beijing.
The centerpiece of the artwork is a lion, which captures the sense of fearlessness and persistence that the ferocious beast is known for. These values intrinsic to the the Levi’s® brand ethos of authentic self-expression are also qualities that define this generation of Chinese youth.
借由Levi’s的店铺艺术项目，我们为其在北京蓝色港湾全新开业的店铺带来了全新的消费体验。
我们与来自中国杭州的街头艺术家Kiddy合作，以他的标志性抽象矢量风格创作了一副贯穿三层楼梯墙面的壁画。
该作品将品牌的标志性logo与紫禁城的屋檐以及天坛的建筑结构相结合，也表示着Levi’s已成为北京的潮流文化中不可或缺的一部分。配色灵感来自于不同时间段热带草原的天空。试图表现生命的冲击力与品牌店铺所在城市的关系，我们都处在同一片自由天空，同一个自由世界。
作品中对狮子概括化处理，在保持狮子外形的同时利用色块相碰撞塑造出眼神坚定勇敢无畏的狮子形象。素有草原之王称谓的狮子更是自由、力量、野性、超越自我的代名词。以此迎合Levis的年轻自由精神，认定一个目标便一定会全力以赴。
