Levi's has always had good marketing strategies: the campaigns that included the Motown classic 'I Heard it through the Grapevine', Steve Miller Band's 'The Joker' and Mr Oizo's 'Flat Beat' (performed by the yellow puppet Flat Eric) are undoubtedly some of the most memorable ads of our time. So it should come as no surprise that the chain is using music and art to draw the crowds into its brand spanking new (in May 2012) flagship store on the Champs-Elysées.
The campaign, which goes by the name of 'Vive les Friends', offers shoppers an ever-changing multi-disciplinary in-shop experience, courtesy of different French and American artists and musicians (kick-starting the campaign in May were Ed Banger’s Pedro Winter and LCD Soundsystem’s James Murphy). It makes shopping wholly more entertaining and gives folk a reason to keep coming back – not only to discover the new artworks, but to see the limited-edition clothes: each Franco-American duo featured creates a series of funky, limited-edition t-shirts and personalised Levi’s 1967 Trucker’s jackets.
If it's just jeans your after, head straight downstairs, where floor to celing walls are filled with perfectly folded 501s, skinnys and bootleg models, like a many-hued blue sweet shop for denim lovers.