Levi's - Haus of Strauss

A core part of global culture and heritage, Levi’s has for over 20 years brought the brand’s history and uniqueness to life through one-of-a-kind conceptual spaces with its “Haus of Strauss.”

After a successful first experience in Los Angeles, Levi’s has continued this experiential tribute with four other iconic locations dedicated to the brand. Each space extends the brand experience through a specific theme and visit route, inspired by the host country. For its sixth Haus of Strauss, Levi’s chose Paris. As the capital of fashion, culture, and gastronomy, it was only fitting for this new Haus of Strauss to celebrate Levi’s fashion heritage and expertise.

Nestled in a true 17th-century mansion in the heart of the Marais, the Parisian Haus of Strauss aims to reconcile Levi’s Franco-American heritage while emphasizing its lesser-known fashion roots.

Across these 4 floors, our mission was to design an unprecedented space where the history, heritage, and identity markers of Levi’s coexist in a constant dialogue.

We also had to distance ourselves from the marketing-driven approach of store scenography to create a purely experiential and narrative space using the brand's iconic visual codes. The central theme of this narration remains denim, woven throughout the space in the form of unique pieces that creatively repurpose the fabric for artistic and ornamental purposes.

The tour starts on the ground floor with the "Center of Gravity" of the house. This eponymous space offers a purely experiential entry between old wood paneling, audiovisual projections, and the diffusion of Levi’s advertising and historical content. A museum-like setting designed by our teams, allowing visitors to continuously experience something new. This nerve center opens up access to the outdoor spaces and leads to the key locations of the house.

The adjacent Living Room, more contemplative, features an exhibition of archival images and French and American cultural elements displayed across a wide decorative surface. Then comes the Informal Kitchen and the Dining Room, designed with custom-made pieces, including a massive solid wood dining table created specifically for this occasion.

From reworked toile de Jouy wallpaper to Californian cacti and plates from previous brand collaborations, everything was carefully thought out by our teams to trace Levi’s history and tell its origins.

On the first floor, visitors immerse themselves in Levi’s expertise.

For example, we recreated the iconic Tailor Shop, a service for customizing Levi’s pieces. Adorned in denim, sketches, and various inspirations, a cork wall decorated with pins and patches serves as a mood board for an authentic immersion.

The VIP Lounge goes one step further, diving visitors into the world of a tailor from the 1900s. For an even more realistic immersion into the Levi’s workshop origin, the space was fully conceptualized and scenographed. Measurement platforms, patterns, triptych mirrors, and a Louis XVI desk contribute to the authentic atmosphere.

Then comes the Showroom, the flagship exhibition space for the brand’s main collections and iconic pieces, blending retail codes with Californian markers. From clothing racks to cacti and baroque chandeliers.

In the same scenographic style, the Fitting Room oscillates between retail references and Californian vegetation, with a curiosity cabinet spirit. This exceptional space offers a museum-like experience where archived pieces, noble and organic materials come together to create a unique narrative.