Levi’s SEMENA HQ / Art, Mix-media, Murals, Installations
Brief
To curate artworks, murals, installations for the Levi's South-East Asia Middle East North Africa (SEMENA) office in Bangalore.
Execution
The idea was to capture the essence of the SEMENA region using art for the new Levi's 10,000 sq ft office, while being integral to its core brand values of sustainability and equality. Art&Found curated local artists and designers to create a series of artworks – custom handmade art from upcycled denim, universal techniques of Shishiko and Shibori, embroidery on canvas celebrating the brand's heritage with images of Levi's jeans worn by the miners in 1800s or how denim became a symbol of empowerment during the fall of the Berlin Wall, custom 501 Denim Jeans and Trucker Jackets, murals depicting Equality and SEMENA culture and people or Indian motifs entwined with Levi's brand logo elements, a typography and heritage wall, a series of India Trucker Jackets using intricate folk and regional art techniques and material from 7 states, handcrafted drapes and upcycled denim cushions.
Creative Formats
Framed Art, Handmade Custom Art, Murals, Installations, Mix Media, Embroidery on Canvas, Sashiko, Applique + Embroidery, Patchwork, Upcycled Denim, Folk and Regional Art.
Trucker Jacket by All India Permit. Hand-painted Truck Art.
501 Denim by Srillustrator. Embellishments, Mix Media, Embroidery.
501 Denim by BOBO. Cutwork, Embroidery, Patchwork.
501 Denim by The Ikat Story. Ikat and Zari work.
501 Denim by Jyotirmayee. Hand-painted Typography.
Trucker Jacket by Srillustrator. Embellishments, Mix Media, Embroidery
501 Denim by Akanksha Sharma. Sashiko and Shibori.
Sashiko and Shibori
Patchwork + Appliqué + Embroidery
Appliqué + Embroidery
Appliqué + Embroidery
Typography
Patchwork + Appliqué + Embroidery
Patchwork + Appliqué + Embroidery
Patchwork + Appliqué + Embroidery
Patchwork + Appliqué + Embroidery
Hand-painted Mural by Aravani Art Project. Kannada: Samanathe ellarigu. English: Equality for All.
Mural capturing the people and culture of SEMENA region
Indian Motif Art entwined with Levi's brand logo elements
Embroidery on Canvas, Mix Media
Sashiko and Shibori
India Trucker Jackets series
Mirzapur and Bhadohi, Uttar Pradesh. Material: Dhurrie. Showcasing an arrangement of horizontal and vertical hand-woven traditional Indian dhurrie with bold geometrical and Ikat patterns. Intricate work on paisley motifs made out of zardosi, marodi and mukeish work is a tribute to the detail and efforts of the Indian craftsmen.
Srinagar, Kashmir. Material: Pashmina. This work is inspired by the beauty of nature using delicate, rich pashmina from Kashmir – Shikara boat ride decorated with flowers and scenic view of snow capped mountainous backdrop.
Jaipur, Rajasthan. Material: Bandhni. Set against the backdrop of the Pushkar Mela, showcasing rural artisans wearing red bandhani turban, block print dhoti kurta, handmade tribal jewellery, this jacket reflects the vibrant culture of Rajasthan. Camel safari, Jaipur arches, Puppet show and Rajasthani decor motifs add to a visually overwhelming India.
Ahmedabad, Gujarat. Material: Kutch. Celebrating the spirit of Indian culture in its togetherness, this jacket captures a scene from a Navratri evening of playing Dandiya, dancing in colourful attire of chaniya choli with kutch embroidered mirror work and heavy jewellery.
Chennai, Tamil Nadu. Material: Mysore Silk. This jacket is inspired by 'Bharatnatyam', one of the oldest classical Indian dance forms wherein a series of mudras and symbolic hand gestures tell a story. It represents the love for yellow gold colour, mysore silk, layered jewellery, banana leaf decor that southern India holds.
Banaras, Uttar Pradesh. Material: Zari. Luxurious tones of zari, soft velvet and intricate hints of hand-done Meenakari and Zardosi work come together to celebrate a grand Indian wedding scene straight out of Banaras.
Tribal, Rajasthan/Gujarat/Maharashtra border. Material: Banjara This customization is inspired by the tribal community to whom slow fashion comes naturally – using warli, embroidery, beads, ivory buttons, stickrs, stones, feathers and fabric stitched and woven into a work of art.
Embroidered Drapes, Patchwork Cushions, Upcycled Denim
