PRESENTING LEVI STRAUSS'S STORY THROUGH DESIGN
Project: Exhibition & Wayfinding Design
Role: Lead Designer & Environmental & Graphic Design
Role: Lead Designer & Environmental & Graphic Design
“501 Beginnings” is a museum exhibition that explores the life and legacy of Levi Strauss, the visionary behind the iconic 501 blue jean. The exhibit traces the origins of this durable garment, its cultural significance, and Levi’s enduring impact on fashion, culture, and commerce worldwide.
Design Challenge: Create a wayfinding and environmental design system that guides visitors seamlessly through the exhibition’s narrative while embodying the bold, timeless, and rugged spirit and materials of Levi’s brand. Balancing historical accuracy with practical concerns required creative treatment of these tactile materials. The design also needed to provide clear wayfinding through immersive, themed spaces. To engage visitors, interactive elements and layered textures were incorporated to bring the story to life. The goal was to create a cohesive experience that honored his legacy through exploration, creativity and education.
DESIGN APPROACH
The wayfinding system features a clean, straightforward aesthetic that reflects the exhibition’s bold logo and the classic style of Levi’s. Visitors move through a sequence of immersive rooms that chronicle key chapters—starting with the California Gold Rush era, progressing through Levi’s inventive breakthroughs, and concluding with the brand’s evolution into a global icon.
Every design element—from signage to spatial layout—draws inspiration from denim, leather, and the American West. Materials, textures, and color palettes echo these themes, creating a tactile and visual connection to Levi’s heritage.
IMPACT
The Levi’s exhibition was designed to create a deeply engaging and emotionally resonant experience that connects visitors to the brand’s rich history and legacy. Accessibility and inclusivity were prioritized to ensure all guests—regardless of age or background—could comfortably navigate and appreciate the story. Clear, compelling storytelling guided visitors through each chapter, while tactile materials and interactive elements enhanced immersion and sensory connection. Beyond educating about Levi Strauss’s innovation, the exhibit inspired reflection on the enduring values of durability, freedom, and American spirit. Thoughtful spatial design balanced comfort with authenticity, creating a seamless flow that left a lasting impression and celebrated the diverse cultural impact of the iconic 501 jean.
