174-176 Regent Street, London
Coinciding with the launch of the Levi's® Water<Less jeans - made using significantly less water, this sculpture is based on water and fluidity - over 100 pairs of jeans are fixed together in the form of a giant whirlpool.
The process involved first constructing a cone structure from the ground upwards and inverting this to hang from the ceiling. Its openings allow light to travel through and cast shadows and shapes, further enhancing the sense of movement and dynamism in this landmark space.
‘The project has been hugely enjoyable and given us the chance to work quickly in an alternative way. Using jeans as a building material presented some technical challenges, but we had a lot of fun with it. Levi's have been incredibly supportive and the installation reflects their enthusiasm for taking risks and embracing new ideas.’ Ian McChesney.
Exclusive in-store offer
For Sunday 15 May only, Levi's are offering 20% off all items for anyone quoting 'RIBA'. (Excludes Levi's Vintage clothing).