Case Study
Levi’s® 150th Anniversary
Live chainstitch embroidery for Levi’s® 501® 150th anniversary celebration in Sydney, with guests having their denim customised on the spot using artwork created especially for the event.
Overview
Our Role
amR delivered the live embroidery experience from concept through to on-site execution. Our role included developing the embroidery approach for the event, working with the custom artwork, coordinating multiple artists, and stitching directly onto guests’ Levi’s garments throughout the activation. The focus was on creating an experience that felt personal and engaging while still running smoothly in a busy live event environment.
Our Approach
Guests could watch their Levi’s pieces being stitched in front of them, making the process part of the experience. The artwork was adapted to work well on denim and feel specific to the 150th anniversary celebration.
With several artists stitching throughout the night, we were able to keep things moving while still giving each piece the time and attention it deserved.
The Result
The live embroidery gave guests a reason to stop, watch, and get involved, rather than simply receive a finished product. Each customised Levi’s piece was created in front of the guest, making the experience feel more personal and memorable while giving the brand a genuine way to connect with people at the event. For Levi’s, the activation added an interactive element to the celebration, kept guests engaged throughout the night and turned each customised garment into something they were more likely to value, wear and keep.
We had the pleasure of working with Kai and amR for Levi's 150th Anniversary of the 501® jean in Sydney. amR’s creativity, attention to detail and professionalism helped make our activation a huge success. We look forward to working with amR in future.