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.
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