Levi’s®
Blue Tab

Feel of Blue

For the launch of Levi’s® Blue Tab, the brand’s most premium collection inspired by japanese denim expertise, we designed an immersive pop-up inspired by wabi-sabi, the Japanese philosophy celebrating beauty in imperfection and authenticity.

Client

Levi's

Expertises

Events & Scenography

Blue, texture, & sound

Visitors discovered a sensory journey through “The Essence of Blue”. From a café serving matcha and blue spirulina drinks to intimate tea ceremonies and shibori dyeing workshops. The experience extended through scent and sound, with a space dedicated to rare woods and a Sound of Blue playlist blending jazz, city pop, and modern urban music.

A Sensory Journey

Alongside these experiences, a photo exhibition and collection try-on area invited guests to connect with Levi’s craftsmanship through texture, time, and detail. An experience that turned Japanese denim into a living expression of Levi’s artistry and timeless design.