LEVI’S TREE X MILANO 2020
Service:
Project Management, PR & Press Office
Activation:
Installation - Open Air Exhibition
Client:
Levi's®
Project Management, PR & Press Office
Activation:
Installation - Open Air Exhibition
Client:
Levi's®
Milan, December 2020
Levi's® celebrated Christmas by participating in the "Natale degli Alberi" initiative, a project by Marco Balich in partnership with Comune di Milano that symbolized the desire for rebirth of the city, with the creation of a special Christmas tree that testified to the constant commitment of the brand toward sustainability and put into practice the Repair, Reimagine, Recycle motto.
For this reason, the "Levi's® Tree x Milano 2020" was designed to be totally sustainable and saw recycled wood and denim as the main elements. From an architectural point of view, it was the stylization of the traditional shape of the Christmas tree, interpreted with the distinctive elements of the brand: in addition to wood and denim, also the iconic design of the pocket plus the red of the lights and the brand.
This tree, in its fascinating essentiality, interpreted everyone's feelings by expressing it in the “less is more” concept.
The tree, about 5 meters high, had been placed in Piazza San Simpliciano in the heart of the Garibaldi/Brera district in Milan from December 7th 2020 to January 6th 2021.
Levi's® celebrated Christmas by participating in the "Natale degli Alberi" initiative, a project by Marco Balich in partnership with Comune di Milano that symbolized the desire for rebirth of the city, with the creation of a special Christmas tree that testified to the constant commitment of the brand toward sustainability and put into practice the Repair, Reimagine, Recycle motto.
For this reason, the "Levi's® Tree x Milano 2020" was designed to be totally sustainable and saw recycled wood and denim as the main elements. From an architectural point of view, it was the stylization of the traditional shape of the Christmas tree, interpreted with the distinctive elements of the brand: in addition to wood and denim, also the iconic design of the pocket plus the red of the lights and the brand.
This tree, in its fascinating essentiality, interpreted everyone's feelings by expressing it in the “less is more” concept.
The tree, about 5 meters high, had been placed in Piazza San Simpliciano in the heart of the Garibaldi/Brera district in Milan from December 7th 2020 to January 6th 2021.
