The jeans brand is also partnering with two famous Japanese stylists, Yohei Usami and Shino Suganuma, who will share styling tips with consumers at the concept store — located next to the Levi's store in one of Hong Kong's prime shopping districts.
Make-up brand Shu Uemura and hair partner Hair Do have also signed on to help consumers design their own styles at the store.
The campaign — which also includes print, outdoor and online — has been designed by Tequila\Hong Kong, which is positioning the new store as the type of "unconventional media channel" that Levi's needs to connect with the youth.
"We are always looking for unconventional ways to connect with consumers," said Tequila managing director Joanne Lao.
The store features furnishings made of Levi's denim, including sofas, coffee tables and cushions, and also includes a café that offers Levi's branded F&B products and accessories.
"It's a very high-traffic area," said Lao. "So it was based on the geographic location as well as doing something new for a target audience that is always looking for something new. We are always celebrating originality and individuality at Levi's."
The two Japanese stylists also feature in the print work for the Red Tab collection, which was designed in Japan, and features new washes, cuts and shapes. The overall campaign is based around the theme 'Be your own stylist'.
"(The store) will also showcase the latest street styling trends from Japan," said Tequila group account director Florence Kong.