Levi’s embraces pop-up retail for 150th anniversary “501 Experience”

In honor of its 150th anniversary, Levi’s is throwing itself a party. Not just one but several interactive showcases with music, art and, of course, jeans all around the world, from London to Kuala Lumpur. 

But the “biggest moment” in its year-long celebration is reserved for its “birth city” of San Francisco, according to a press release from the Jackson Square-based clothing company, which had more than $6 billion in worldwide revenues last year. 

“We’re excited to celebrate one of the most important moments in fashion history, right here in San Francisco, the birthplace of 501 jeans and a city we call home and consider a partner,” said Chris Jackman, vice president of global brand marketing at Levi Strauss & Co, in the release. 

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The “501 Experience” opened with a DJ set by Anderson .Paak, accompanied by Grammy Award-winning trumpeter Maurice “Mobetta” Brown, as well as an appearance by Mayor London Breed in a red floor-length dress and Levi’s denim jacket. It has historical exhibits, including the oldest pair of Levi’s jeans from the 1870s. On the retail end, there’s the 501 Factory, where for $300 visitors can create their own customized 501s that will go from concept to finished product within 24 hours, as well as a boutique by Love, Melody, which makes one-of-a-kind pieces out of recycled denim. 

As the location for the eight-day “experience” beginning May 19, the company chose a spot almost as old as it is: the Armory in the Mission District, built as a base for the National Guard in 1912. Levi’s is not the first brand to bring a pop-up to the castle-like brick building since it was sold by porn producers Kink.com for $65 million in 2018. Skylight Studios has been working in conjunction with owners AJ Capital Partners to entice brands like Hermes and Netflix to the space for their own experiences, as well as Google for a Hogwarts-themed holiday party. 

“Levi’s milestone experience brings vital vibrancy to support Skylight’s mission of unlocking storied, often forgotten buildings as venues for the creative community,” said Skylight Studios CEO Stephanie Blake via email, adding that Levi’s has “a deeply rooted history in the city of San Francisco and understands the importance of bringing these spaces back to life to drive economic impact downtown.”

Blake could not comment on the ownership’s long-term plan for the landmarked space, other than that, “Skylight’s role in many projects is to provide proof of concept through our activations and bring in eventual end tenants through a creative lens.” 

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Recently, plans for a jazz club with a VIP lounge, dining area and bar were proposed, according to SF YIMBY, as well as some production, distribution and repair space. The barrel-ceilinged Drill Court, which is hosting the Levi’s event, would remain the primary entertainment space, a position it has served since the 1920s when the National Guard hosted boxing events there. 

The building’s history, unique architectural character and size are a large part of its appeal, said Blake, who works in markets across the U.S. but is based in San Francisco. It just needs “new uses” like the event from Levi’s, a company that she said shares Skylight’s “goals of revitalizing the city and highlighting the value of this unique space, ultimately creating a genuine love letter to the city both brands call home.”