PRESENTING LEVI'S STORY
The exhibition, "501 Beginnings", explores the life, legacy, and lasting influence of visionary innovator Levi Strauss. It traces the origins of his groundbreaking creation—the iconic 501 blue jean—and how it became a symbol of durability, freedom, and American spirit. The exhibition also highlights how Strauss built a brand that continues to shape fashion, culture, and commerce around the world today.
The wayfinding system throughout the exhibit is designed with a clean, straightforward aesthetic that mirrors the bold, timeless style of the exhibition’s main logo. Visitors journey through a series of carefully curated rooms, each immersing them in different chapters of history: the bustling era of the California Gold Rush, the inventive breakthroughs that led to Levi’s patented riveted denim, and the brand's evolution into a global cultural phenomenon.
Every design element—from signage to spatial layout—echoes the rugged yet refined spirit of the Levi’s brand, using materials, textures, and colors inspired by denim, leather, and the American West. Through this thoughtfully designed experience, visitors gain a deeper appreciation for Levi Strauss’s entrepreneurial spirit, his impact on the working class, and the timeless legacy he left behind.
