CONCEPT DESIGN - PRODUCTION GUIDANCE - INSTALLATION - CURATION - ALIGNED 360 MARKETING

An interactive celebration of craft, designed to mark the launch of the Re‑Crafted London flagship store on Regent Street, this installation brought the Levi’s “Craftworkers” campaign to life in a gallery‑style setting. The campaign featured 18 of London’s most talented craftworkers from across art, music, performance, and creative sectors — including set designer Gary Card, singer‑songwriter Eoin O’Ruainigh, and stylist/publisher Sharmadean Reid — each representing a distinct creative voice within the city’s cultural landscape.

Each artist’s visual artwork was showcased on individual podiums, paired with headphones featuring audio recordings of the craftworkers discussing their backgrounds, passions, and how they bring their unique expression into the world. The experience invited visitors to engage directly with the stories behind the work, creating a rich, multi‑sensory journey that connected Levi’s heritage of craftsmanship with contemporary creative expression.

Designed and installed by myself, the project was recognized with an industry award for experiential retail design, celebrating its immersive storytelling and cultural impact within the flagship environment.

THIS PROJECT WON THE VM AND DISPLAY AWARD FOR BEST USE OF SPACE 2010