Sub Rosa partnered with Levi’s® and Lookbook.nu to plan a series of Global Style Parties that took the 501® Interpretation campaign live. Event elements were designed to inspire guests to customize their 501 jeans at DIY and tailoring stations and then share their unique interpretations with the rest of the world. Events took place at The Drake Hotel in Toronto, the Wythe Hotel in Brooklyn, BOS Barbecue in São Paulo, Levi’s Plaza in San Francisco and The NWBLK in San Francisco.
An overarching creative kit was developed in order to ensure that all five activations were cohesive in both look, feel and the overall experience. Each event featured a tailor station, DIY station, photo booth, DIY Overalls, 501 giveaways, and 501 Interpretations gallery images. Event collateral, such as the DIY packets and 501 x Lookbook coasters, featured Levi’s and Lookbook social call to actions to promote social sharing. In addition, custom furniture was designed and fabricated using industrial materials such as plywood, black gloss paint, tin roofing and metal piping to carry the brand identity throughout all the activations.
