Levi’s® Retail Activations: Nas Case Study
Celebrating the launch of the Levi’s® x Nas collection in their iconic Times Square Flagship store with the one and only Nas himself.
IRON helped Levi's bring Nas, one of hip hop’s greatest, to the iconic Levi’s® Times Square store in celebration of the artist and his collaboration with Levi’s®. It was a night to spark culture and celebration with the local Queens native, his community and fan base.
The Opportunity
A flagship takeover built to feel iconic, personal, and unmistakably NYC, creating one unforgettable night. We designed an immersive, multi-level in-store experience merging music, style, fan culture and brand connection.
The Crowd
250+ fans, ambassadors & media
Guest
Nas, the legendary guest of honor
Live Jazz
JustKing Jones and his band that elevated the store atmosphere into a live music venue
DJ
DJ Ross One spinning beats
Drink
Two open bars with Topo Chico partnership
Space
Sleek, modern setups blended with the Levi’s® aesthetic
Activation elements drove the hype and energy throughout the night.
The Customizations
Activation elements drove the hype and energy throughout the night:
• Custom black totes, collection T-shirts and specialty magazines upon entry
• Collectible album cups at the bars
• Exclusive patches at the Tailor Shop
• Custom screenprinting stations
The Environment
Every detail built for immersion into the event, with branding woven into every moment.
• Branded signage
• Branded videos
• Screenprint menus
• Patch menus
• Bar menus
• Installations for stations
• Event furniture
The Vibe
Nas watched the jazz band perform alongside his fans, creating an unforgettable in-store moment. He stayed more than twice as long as originally planned, signing over 30 magazines, T-shirts, and jackets while engaging closely with fans, guests, and the Levi’s® team. Throughout the experience, fans walked away with custom, personalized pieces, and the store was filled with social-worthy moments from start to finish.
The Results
The event delivered full engagement across all customizations, with a flawless flow between the two floors and exceptional back-of-house coordination with the store team. Execution was seamless, powered by our network of event vendors and supported by behind-the-scenes precision that translated into front-of-house magic.
There were zero operational disruptions, and artist engagement exceeded expectations. The result was a high-volume, high-energy flagship experience executed without a hitch, leaving the client extremely happy with the overall event.
Thank You
Produced by Iron Creative with the support of the Levi’s® Retail and PR team.
Drop us a line.
Contact Us120 2nd St. Floor 3,
San Francisco, CA 94105