This is such a fun (and smart) idea by Levi’s.  They’ve created a pop-up “shop,” in New York, but instead of being an actual Levi’s store, it’s a photography center– with computers and equipment for digital photo processing, a photobooth, and an area where you can rent out vintage film cameras.  And should you need any help, there are sharply dressed Levi’s reps there to assist.

And this pop-up is on the heels of a successful printmaking workshop space in San Francisco a few months ago.  Pretty clever move for a denim brand that as of a couple years ago was a rather unexciting, tired brand rapidly losing market share to the the dozens of expensive niche denim purveyors out there.

Here’s what CoolHunting had to say about the thinking behind the project after their conversation with the brand’s head of collaborations, Joshua Katz:

“The payoff of course is “if you make that extra effort, people can believe in it.” Or in other words, their success comes from embracing hard work and community as core values from the top down. “There are fundamental philosophies that don’t change,” says Katz. “The [brands] that stick around are people who recognize that they are part of a community.” In addition to opening its doors to artists, community groups and non-profits, all proceeds from sales of Levi’s goods (including the exclusive Trucker Jacket, pictured) and camera-related items will go to NYC-based charitable organizations Harvey Milk High School, Lower Manhattan Cultural Council and Edible Schoolyard New York.”

I personally think that the rationale presented may be a little overwrought, but who cares, because it’s fun and cool and its getting them tons of attention, press, and renewed brand awareness and perception.  Well done, Levi’s.

More images and info on coolhunting.

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