G-Star global flagship store opens in Amsterdam

Lifestyle / Fashion design

The long wait is finally over: international denim brand G-Star finally opened the doors of its global flagship store in Amsterdam.

By Editor Design.nl / 20-05-2009

With a floor area of more than 450 m2 the new three storey G-Star global flagship store, located on the corner of the P.C. Hooftstraat and the Hobbemastraat in Amsterdam, is one of the largest G-Star mono brand stores in the world.

“On a global basis our mono brand stores have been known for many years, but for the Netherlands the G-Star shopping concept is new to the street scene. The very first of these stores in the Netherlands opened in Groningen a little while ago. Considering the enthusiastic responses we had there, our expectations for the flagship store in Amsterdam are very high”, says Remco de Nijs from G-Star.

The store was completely designed and outfitted by G-Star’s in-house interiors team. Innovation and product development have resulted in surprising in store elements. The Eye catcher is the enormous denim wall that reaches all the way from the basement to the mezzanine floor. The different ‘levels’ has been achieved by creating ‘floating’ floor sections of concrete and walk-on glass. Also striking is the 8 metre wide Rotapanel that has been installed in the store and which shows G-Star video images that change every 30 to 60 seconds. The stripped-down sober design underlines the presentation of the product, using building materials and interior components in their most basic raw form.

The women's and men's collections, as well as the accessories range, can be found in the basement and on the ground floor. The mezzanine level is fully designed around the Raw Elegance concept. In addition to the VIP lounge, this is where customers will find G-Star’s top denim styles, the NY RAW couture range - which is launched each season during New York Fashion Week - and the exclusive G-Star by Marc Newson Limited collection (in store 15 July), which was first presented in Colette during the last Paris Fashion Week. The one-off handmade denim objects that are displayed in the flagship store like museum pieces, emphasise once again G-Star’s ongoing efforts to push the possibilities with denim.

Since the launch of the brand, now 20 years ago, G-Star has established more than 5,860 retail points worldwide, of which 170 are mono brand stores in 70 countries. These mono brand stores are located in the world's major cities, including New York, London, Paris and Tokyo.