Levi’s is re-launching its UK Flagship store on Regent Street, providing Londoners and visitors to the English capital a complete brand experience at the jeanswear destination.

Leicester agency Checkland Kindleysides was responsible for the new design of the store, which is a journey through an artisan’s working environment and starts as you step off the street into an area crafted to feel like an open, exhibition like space.

This transition space is reserved purely for curation of craft, and is designed to create a vibrant, engaging and creative experience of the world of Levi’s.

Through two sets of huge factory doors, visitors enter the main body of the store where latest collections will be displayed. There is a clean and industrial look and feel, reflective of a workshop or factory.

Furniture and fixtures are designed to be simple, functional and flexible; this is a constantly changing and busy vibrant environment. It’s where newness is brought to the fore and expressed. It’s abundant with product, but also spacious and well defined.

A contemporary staircase leads down to the basement and features backlit glass risers with Levi’s ‘XX’ laser cut into each tread. The ‘XX’ was the original mark representing the highest quality denim produced for Levi’s by the Cone Mills factory - here it provides both a practical and textural detail.

The basement also houses the ‘Inspection Room’ which instantly eases the jeans buying process. The area is split into zones allowing customers to shop by either fit or finish depending on the individual’s preference. Key fits and finishes are displayed on tailor’s forms and in illuminated stove enamelled inspection cabinets, with a simple letter and number navigation system taking customers to stock held in adjacent wall bays.

With the new store Levi's is aiming to offer its customers the ultimate brand experience - being both visually captivating whilst providing expert knowledge, product offering and story telling.