Digital Inspiration & Customization in Times Square 

Ever since Levi’s patented the original blue jean in 1873, wearing denim has been about making it your own. Whether that meant repairing the stresses of working in the gold fields, sitting in the bath for the true shrink-to-fit experience or adding custom cuts, pins or patches to get that one-of-a-kind look, alterations have always been part of the Levi’s® experience. Now Levi’s has launched its largest ever Tailor Shop in Times Square, NYC.

The Challenge

Explore in-store digital experiences that will inspire and educate shoppers on the new Tailor Shop customization offerings. Create store tailors the tools to provide a better customer experience. Oh and we only have 8 weeks!?! 

The Outcome

We created an in-store, touch screen digital experience that simplifies the Tailor Shop offerings, unleashes the potential of Levi’s garments, and inspires creativity and fun for Tailor Shop customers – while increasing Tailor efficiency and effectiveness. Also balanced the new store design aesthetics with online branding for an on-brand, interactive digital experience. International languages were added to help with the heavy out of country visitors in Times Square. All with in 8 weeks to hit the store opening! 

The Results

We rolled out the first phase of the digital experience on time for the holidays at Levi’s Times Square flagship store. The beautifully designed application blurs the line between digital and physical, giving customers information on the full range of tailoring options in the store. With much more to come, we are currently testing new features against the long term digital product roadmap we created. 

Interface Identity

We used the physical space of the tailor shop to inform the app design. The tailor shop oozes craft, it feels worn, it feels creative. Inspiration comes naturally when you have a view into the process, the art, and the detail that goes into every personalized garment. Because of this, we pull the garments themselves to front stage, allowing the custom designs to tell the story of self expression. Exploration of magnified details allows guests to appreciate the personalized touches along with the intricacies of Levi’s fit, fabric, and finish.

This is a big first step for the Tailor Shop, We’ve built an experience around the much-desired functions of education and inspiration, next… personalized customization tools that allow one-on-one consults with a tailor wherever you are in the world.


– Jeremy Duimstra, CEO & Director of Strategy

Previously only captured on polaroids, these creations deserved a place to shine and be explored. 

– Lindsey Harris, Creative Director