In an increasingly disconnected world, Levi's is trying to give its consumers a sense of community. Levi's isn't simply going the social networking route or sponsoring television series and documentaries. Instead, it's putting a whole new spin on the ubiquitous pop-up shop and hosting actual workshops in a temporary space in San Francisco's Mission District. These workshops "aim to sell a spirit of community—and the occasional jean jacket—by bringing together bold names like Alice Waters, Craig Newmark, and Stefan Sagmeister along with local nonprofits and businesses to explore artistic media, all in the name of creative and civic engagement," says the Moment.
In addition to free printmaking workshops and lectures, Levi's pop-up hosts exhibits and open studios that are open to the public free of charge. The space has also moonlighted as a venue for parties populated by various creatives and celebrities from the industries highlighted in the workshops. Goods for sale include everything from student-made cookbooks crafted under the watchful eye of Alice Waters and Shepard Fairey-approved baseball cards made in collaboration with the San Francisco Giants' outreach program, Junior Giants. "Despite the subtly placed Levi’s products for sale, this is not a retail outlet in sheep’s clothing. The modus operandi is education and accessibility." And, as if Levi's didn't have enough to brag about with the non-commercial enterprise, it's donating proceeds from sales earned off works created at the Workshops to "local nonprofits like the Woman’s Building, the 19th-century community center Plaza Adelante and the progressive local gallery Southern Exposures." You have to give it to Levi's—it's not every day you see companies of this size that still manage to give back to their consumers and local communities.