Levi Strauss & Co.: NextGen, Palo Alto

The GF team worked with Levi’s to re-imagine a more experiential store by providing architectural and MEP services, as well as delivering the schematic design on the new storefront system as part of the retailer’s NextGen program. This location is among the first of many NextGen stores to open in North America, after piloting the concept in Europe and Asia as part of their efforts to shift to direct-to-consumer retail experience and away from wholesale.

Located in the Stanford Shopping Center in Palo Alto, CA, the team designed this 2,650 SF store to be an immersive experience while creating a deeper connection to the consumer by incorporating customization and digital capabilities. GF incorporated bigger fitting rooms than those found at previous Levi’s stores, bold designs, and an open store layout for easy navigation complying with safety concerns amid the Covid-19 Pandemic. Also featured is a Tailor Shop where customers can customize clothing to their desire as well as various touchpoints and digital signage throughout the store.

Palo Alto, CA
Levi Strauss & Co
2,650 SF
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“We make our best impressions with consumers through our Levi’s® stores, which is why it’s so important that we give them a truly elevated experience when they walk through our doors. We want to transform our stores from “just a place to buy Levi’s®” into an immersive, omni-channel brand experience.

NextGen’s new store designs, digital features and operating models help us achieve this goal by focusing on customization, fit and style guidance, leveraging brand content in stores and omni-channel capabilities to create a deeper connection with our consumers.”


— Lance Relicke, Vice President, Levi’s Global Brand Environment