G-Star Raw London Flagship

Dutch denim maker G-Star Raw has opened a brand new store on London’s Oxford Street. The new flagship, situated between Oxford Circus and Bond Street, showcases the label’s extensive product range including its popular mainline collection.

The interior features exposed concrete walls, piping and suspended lighting. The space is dominated by a grey and white palette, resulting in a warehouse-come-gallery feel. The store measures 470m2 spread out over two floors with the men’s collection stocked on top.

A mezzanine houses the store’s glass-fronted stock room, allowing it to become a focal point. The typically ‘staff only’ area is clearly visible, allowing shoppers a view behind the scenes.

Continuing the unconventional retail approach, products are presented to customers on a denim wall. The 3D feature allows customers to get the full feel of a product, with seven key styles providing a more visual experience.

Shelving has been scrapped, with units that double up as presentation stations in their place. A selection of products is displayed on top with the drawers underneath neatly disguising the rest.

The flagship space symbolises G-Star Raw’s innovative approach to clothing and the brand’s commitment to the UK market.

G-Star Raw London Flagship

272-274 Oxford Street,

G-Star Raw London Flagship Images