- Creative Concept
- Art Direction
Levi’s created Water<Less, a patented technology that allows to reduce the usage of water needed in the finishing process of a classical denim of 96%.
For the launch of their new generation of products, the US brand gives us the opportunity to design their pop-up store at the Galeries Lafayette Haussmann.
To increase consumer’s awareness about the environmental issues and challenges we wanted to represent the average annual water consumption of a French person of 50m3.
A temporary 18m2 space constituted of hand thermoformed polycarbonate walls to recreate the feeling of entering in immersion in a translucent and luminous body of water.
INTERACTIVE DIGITAL EXPERIENCE
Inside an interactive digital meter faces the consumer to project him/her into a physical representation of its own consumption and increase his/her/its awareness about the needed water consumption for a classical denim’s finishing.