Levi's Outpost at Monterey Pop
To celebrate the 50th anniversary of the Summer of Love, Levi's brought the Levi's Outpost to the Monterey Pop Festival, a 3-day festival in Monterey, CA.
As Levi's creative partner, Imprint Projects concepted, designed, and programmed this bohemian oasis with limited edition Levi’s apparel and a Levi's Tailor Shop experience. Artist-led workshops including natural tie-dying, hand-stitch embroidery, and textile patchwork, created moments for attendees to customize their Levi’s apparel in the spirit of the ’60s. The Outpost saw thousands of guests each day and sales surpassed all previous Levi’s benchmarks.
I oversaw creation of agency scope, budget, activation concept, festival partnership, artist programming, and execution.
Executive Producer: Lien Nguyen
Design Director: Natalie Sims
Producer: Tom Roche
Project Manager: Emily Walsh
Agency: Imprint Projects
Photo: Sean Desmond