Ahead of Christmas, which is traditionally associated with something magical and surprising, Levi’s store in London got invaded by strange-looking festive denim toys. The shop-window of the brand’s Regent Street store was decorated by weird elves and polka-dot textile-wrapped walls and podiums (ерун also form a maze inside the venue), which are all crafted by London-based interiors designer, graphic and illustration artist Gary Card.
Image Courtesy: www.dazeddigital.com
Young and talented artisian was among those 18 London’s creative minds, which were featured in Levi’s spring campaign ‘Craftworkers.’ This festive season, Gary decided to give a fairy-tale twist to the famous venue to make this place “evoke the feeling of childhood.” In his interview to the Dazed Digital magazine, the creator shared what inspired him to introduce such a fabulous design.
Image Courtesy: www.dazeddigital.com
“We wanted to create something that would evoke childhood memories of searching and discovering, without having obvious symbols such as Santa or the Christmas tree. At the same time, we introduced elements such as the polka dots and denim elves, which are very reminiscent of Christmas,” told Card while explaining the concept behind the project.
Image Courtesy: www.dazeddigital.com
To create this amazing design, Gary had been working for six weeks, until everything was ready. The process involved making the sketches as well as producing of five scaled models (which were exact replicas of what is in the store now) to see what it all would be like after the installation was complete. The designer also confessed that it was quite difficult to manage “the gallery space, make a set piece that the viewer can explore and hang out in without blocking the main walk ways into the store.”
Image Courtesy: www.dazeddigital.com
Commenting on the decision to make the interior of the shop look like a labyrinth, he said that his intention was to provoke the idea of curiosity and discovery. “It should be charming, because charm is the main thing about Christmas, really. It also had to be cool. The treatment of colours was very important too. It would have been really easy to bring in colours such as the signature Levi’s red, but I wanted to keep it cold inside.”
Image Courtesy: www.dazeddigital.com
Image Courtesy: www.dazeddigital.com
To read the interview and view more photos, go here.