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Patrick McDowell
Crafting Narratives in Fashion
Meet Patrick McDowell, a visionary London-based designer reshaping the fashion landscape. With roots in Liverpool, McDowell crafts stories through his unique blend of sustainability, humor, and historical inspiration. Our collaboration started as a shared passion for pushing boundaries and exploring unconventional narratives.
"Where Threads Weave Tales: Navigating Fashion's Unconventional Terrain with Patrick McDowell."
In celebration of the 149th birthday of Levi's iconic 501 jeans, we curated an immersive experience that transcended time, transforming the physical space into a nostalgic denim journey.
As visitors stepped into Levi's flagship store, a vibrant carousel of influencer stories unfolded, showcasing diverse connections with the iconic 501.
At the heart of the installation, a mysterious big red button beckoned curious onlookers. A simple press unleashed a mesmerising projection mapping takeover, transporting visitors to the 60s and putting Levi's Crazy Leg collection in the spotlight. Inspired by the rebellious spirit of that era, Crazy Leg jeans seamlessly blended historical roots with a contemporary twist, offering a timeless tribute to the enduring appeal of Levi's 501.
Reimagining
the Tapestry of Faith
In line with Levi's commitment to providing a personalised and premium denim experience, the Lot-1 Digital Master Tailor Table was introduced to showcase the brand's exclusive made-to-measure service, Lot-1.
This innovative digital workshop table seamlessly brought the craftsmanship and customisation inherent in a personal appointment with Levi's Master Tailor into the retail space. Inviting customers to explore a vast array of options for creating their perfect pair of jeans, the table offered a comprehensive exploration of the myriad possibilities within the Lot-1 made-to-measure line. Going beyond traditional off-the-rack selections, customers engaged with a playful yet informative digital interface, from choosing the perfect cut to selecting denim types, washes, and sundries.
My involvement in this project included conceptualising the experience and overseeing the design and build process, ensuring every detail of the digital interface replicated the in-person tailor appointment, and the vision of a personalised denim journey was brought to life in-store.
Lot-1 Digital Master Tailor Table
In a bid to gamify the Gift with Purchase experience, Levi's introduced an immersive arcade machine, evoking the nostalgic ambiance of fairgrounds and arcades. This unique approach added an element of play to reward customer loyalty.
The connected arcade station, situated at Levi's flagship store in London, blended the physical and virtual worlds using forced perspective, creating an illusion of depth and 3D to pull players into the experience. Shoppers, armed with QR code-enabled tokens from valid purchases, scanned their tokens at the arcade station. A digital claw then captured one of the hundreds of surprise balls, dropping it on the connected touchpad.
The real fun unfolded as players unwrapped their digital surprises through Levi's Red Tab™ app, driving sign-ups to the brand's loyalty program. My involvement in this project included conceptualising the experience, detailing every aspect of the design, and supervising the construction of the physical arcade machine. I followed the production process from conceptualisation to the installation in-store, ensuring a seamless blend of playfulness and brand loyalty reward.
Gift with Purchase Arcade Machine
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