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Refurbished Cinch store for denim brand Levi's

Denim brand Levi’s has refurbished its Cinch store in London’s Soho, to focus on its vintage clothing and on new seasonal collections.

Visual merchandising agency Lucky Fox was appointed to design and refit the store, with a brief to create a retail destination to showcase selected products.

The store is on Newburgh Street, adjacent to the popular Carnaby Street. It is located in a period building, with the ground floor displaying Levi’s merchandise against a light and bright monochrome palette – in contrast to the previously dark environment used before the refit.

Floor to ceiling magnetic graphic feature walls allow for simple seasonal changes to campaign imagery. A concrete cash desk features a glass top, while shelving is made from repurposed wood that was previously used to clad the interior walls.

A vintage clothing room has a darker environment to create a contrasting atmosphere.

The front window of the store features a bespoke neon cowboy display, a nod to the history and authenticity of the Levi’s brand. It was inspired by a screenshot of a vintage brand advertisement. Copper piping and fixtures in the store echo the copper rivets that feature on Levi’s jeans.