Develop a cultural launch experience for the opening of the new Levi’s Oaxaca store by collaborating with local artists and translating the spirit of the city into a live community-driven celebration.
Problem
Create an opening experience that felt genuinely connected to Oaxaca’s cultural identity rather than a traditional retail launch.
The project needed to balance Levi’s global brand presence with the visual language, craftsmanship, and street culture that define the local creative community.
Concept
“Culture becomes stronger when people build it together.”
The activation was designed around collaboration as a form of cultural expression. By involving local artists and makers, the experience transformed the store opening into a collective celebration of identity, creativity, and community participation.
Execution
A large-scale cultural activation was developed combining art, fashion, and public interaction through: Collaborative pieces created alongside Rótulos Bautista, Sarai Silva, and Draco Textil. Visual interventions inspired by Oaxaca’s graphic traditions and handmade culture. A public street celebration featuring music, dancers, flower distribution, and live community participation during the store opening.