Elvis Presley, Kurt Cobain, Andy Warhol – they all wore a pair. Levi’s jeans are the embodiment of popular culture. They can be functional trousers for miners, but at the same time, are a must-have fashion item. Undisputed: The fashion label stands for music, art and design. And a memorial has been put in place to honour the love between Americans and the 25hours Hotels with the 25hours Hotel Frankfurt by Levi’s. Initiated by the Frankfurt natives Ardi Goldman and Ronny R. Weiner. A meeting point for locals and travellers came into being: Cool, colourful, and always good for a surprise - exactly at the point where the colourful lights of the Bahnhof district meets the bourgeois west end. The 76 rooms drew inspiration from the history of the cult jeans. The Chez IMA restaurant stands for uncomplicated fare, for new ideas following old recipes - prepared by people from a wide range of cultures.