2013 marked the 140 year anniversary of Levi’s iconic 501 jean. To celebrate this and kick off the year, D-CD created a series of vignettes that were abtract representations of the time periods when the 501 was changed. The idea was to place the product in the time period and show how while many developments and innovations have shaped the 20th and 21st century, the 501 endures as a true design classic.
The evening was also a pre Grammy concert featuring M83 and Frank Ocean, and this installation was set up at the entrance to the venue so guests got to encounter the Levi’s story before they made their way to the stage at the other end of the hall.
Creative Direction by Len Pelitier for Levis Global Brand Design, and by Scott Denton-Cardew and Israel Kandarian for DCD, Fabrication by Coupler LA.