Levi’s Times Square

Reflect Creates Captivating Experience for Customers at Levi’s Times Square Flagship Store

Levi's Logo

Company Profile

Levi Strauss & Co. is one of the largest apparel companies in the world, boasting 500 stores globally with products available in over 100 countries. Established in SanFrancisco in 1853 the brand has now become synonymous with denim jeans and continues to be an integral element of wardrobes across the planet.

Levi’s recently opened their new flagship store in Times Square in New York City. At nearly 17,000 square feet, it is the company’s largest flagship store to date. The multi-level location offers the very best in store design, product assortment and omni-channel capabilities, highlighted by the prominent use of AV treatments that create striking visual interest throughout the store

The Challenge

Levi’s has always been a forward-thinking brand, focused on creating memorable experiences for their brick and mortar customers. They have a special ability to relate to different age and cultural groups. They produce countless jeans but each pair of Levi’s is unique. They are a global business but they are distinctly local. They are a modern company, but fueled by sustainability. They honor tradition and history, but are driven by youth. This is a brand with a long and storied history of bringing together opposites, the rebel and the everyday person. It’s how they’ve managed to remain relevant. It’s why they’re one of the world’s most recognized brands.

When considering how to create the right environment for their new NYC flagship store, embracing the identity of Times Square was key; and digital signage is core to that identity. Levi’s wanted to utilize digital not only to ‘wow’ the shopper, but to deliver a hyper-local brand experience that would feel relevant and personalized.


Reflect – which also oversaw the digital design and integration of the San Francisco Levi’s store – leaned heavily on the use of LED panels to create large-scale vignettes in prominent, high-traffic areas. “Times Square stores are among the highest-visibility retail establishments in the world. Delivering a brand-right digital experience was our goal,” said Brandie Perkins, Senior Account Manager at Reflect.

In total, 10-million LED pixels blanket more than 1,000 square feet of prime wall space located on both levels of the store. The store has three massive LED panels in key areas – a 41-foot curved panel on the street level near the store entrance, one panel wrapped around the escalator and an 82-foot-wide U-shaped panel wrapped around the grand hall located downstairs. The full array of LEDs – supplied by D3 LED – are powered by just two BrightSign XT1144 media players. The inclusion of two additional BrightSign XT1144 media players ensures a high degree of redundancy.

“We entrusted BrightSign media players to deliver a fail-safe media distribution platform. Not only did we have the benefit of BrightSign’s unrivaled reliability, but we were able to drive content for the entire store with just two players – a true testament to the robust capabilities of BrightSign hardware,” said Brandie.

With hyper-local content designed specifically for this location, highlighting New York City and Levi’s tradition of boldly being yourself, the brand is on display front and center and the results are truly amazing. “Seeing the reactions of customers walking into the store and going to the lower level is just fun. They are surrounded and immersed in this totally unique, New York, bigger than life, experience. From the second they walk in the store you can see the awe and excitement on people’s faces,” said Brandie. “The new store design has been a huge success. The combination of the location, the store managers, the tailors, the displays and the amazing content all work together to make the store something really special.”

Reflect is proud to be the place-based digital media partner for Levi’s. We are experts in incorporating digital media into physical spaces to increase customer engagement and build brand awareness. Some of the largest brands in North America trust us to tell their story. With over 400,000 displays powered by Reflect, we can help your brand navigate the digital signage space.