Levi’s gave a peek into its latest Haus of Strauss in Paris on the brand’s blog, Off the Cuff.
Housed in a 17th century town house in the heart of the Marais, the Haus of Strauss covers three floors with rooms designs for meeting spaces, exhibitions and showrooms.
Each room has a distinct vibe ranging from casual to functional, playful to grand, Levi’s stated.
The décor blends Parisian elegance with touches of “American Western cool.” Cacti plants sit in chandelier-adorned rooms. Black and white photos and vintage advertising fill entire walls. Steel and wood fixtures and marble tables and softened by rounded furniture and warm carpets.
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The brand creates a denim lifestyle experience on the second floor, with a denim customization station that celebrates the versatility of denim. LOT 1, the Levi’s brand’s master tailoring experience, is also on site and available by appointment for consumers who want an entirely custom-made pair of Levi’s jeans.
There is also a stone-paved courtyard and garden for events.
For Levi’s, the Haus of Strauss concept serves as a place for the heritage brand to “facilitate creative encounters and celebrate denim lifestyle.” Other Haus of Strauss locations include London, Tokyo, Los Angeles and Mexico City. Like the others, Haus of Strauss Paris is open by invitation only.
“Haus of Strauss Paris is a dream turned reality,” said Mathilde Vaucheret, VP of Europe marketing and brand experience at Levi Strauss & Co. “Paris is home to many local and international talents and regularly attracts the very best creators in a wide range of disciplines, from fashion to music, plastic arts to cinema. It only makes sense for the Levi’s brand—which thrives on living at the center of culture—to create a space where all these creative energies can meet.”
This summer, Levi’s dropped Levi’s x Paris, a hyper-local French collection to celebrate the 2024 Paris Summer Olympics. Designed to help French supporters cheer on their favorite athletes in denim, the collection offered some of the brand’s signatures like the 501 jean, Trucker jacket and tops with the batwing logo.
