Experience Tag

Levi’s is giving a lift to its hometown, San Francisco. The denim giant is creating an immersive, open-to-the-public 501 Experience opening Friday on the beleaguered city’s historic Skylight on the Armory venue within the Mission District. As a part of its yearlong celebration of the a hundred and fiftieth anniversary of the 501, the activation will highlight the brand’s association with San Francisco, its birth city, with an archival gallery, opportunities for personalisation, a pop-up store, hometown marketplace and more. The 40,000-square-foot venue will host several installations, bringing the bounty contained within the brand’s archives, housed in its Battery Street headquarters, to the general public. “It’s the primary of its kind, the most important public display of our archives of 501s ever,” said Chris...