Levi Strauss pop-up boutique by RCG, Auckland – New Zealand

November 6th, 2013 by retail design blog

In recent years, Levi Strauss and Co. have opened a number of short-term retail stores around the globe and in 2011 pop-up stores featured in New York, Paris and Berlin. Auckland City was next on the list and RCG’s Design Director, John Lenihan was contracted to design their newest pop-up boutique; a first for New Zealand.

Location selection was a key feature of the project, so we worked closely with Levi’s, scouting for suitable sites. Our search was confined to Auckland’s city centre. Not only did it have a high density of retail shops, hotels, bars, and restaurants, but also the visitor centre for the Rugby World Cup. O’Connell Street, situated amongst iconic fashion brands such as Zambesi and Karen Walker, was the final destination for Levi’s new pop-up boutique.  

The next challenge was to design a fit out, with fixtures that not only matched the DNA of a Levi’s store, but could be executed at a minimal cost, appropriate for a pop-up store. To reflect Levi’s classic American style and effortless ‘cool’, we selected materials such as raw wood, steel, canvas, rope and exposed brick. We recycled existing hang bar fixtures, created shelving units made from construction plywood and designed counters and display tables made from timber pallets. And the walls were painted in Levi’s signature red.  

While we wanted to design a store that would tell the Levi’s story, we also wanted to give it a Kiwi flavour. So we collected local curios and collectable items like a 110 year old steamer trunk; literally a ‘pop-up’ object, an aged Persian rug and vintage NZ books. Even though the completed store has a pop-up feel, it also has the comfort and style of a more permanent store.






G-Star RAW flagship store, Hong Kong
The new Hong Kong store is located in Leighton Centre and showcases many spe...
SPORTSWEAR STORES! Reebok Fit Hub store by Trinity Building+Construction, New Yo...
The Reebok Fit Hub, one of Reebok’s larger retail units, features a two stor...
Trendy by Vision Express optician saloon by EMKWADRAT Architekci, Lodz - Poland
The space, minimalistic in terms of color and material palette, draws attent...
Danuri Kangnam store by Hyunjoon Yoo Architects, Seoul - Korea
Danuri Kangnam store by Hyunjoon Yoo Architects, Seoul - South Korea

Leave a Reply

Your email address will not be published. Required fields are marked *