In 2014 the Dutch denim brand G-Star Raw has opened a flagship on Oxford Street. The space was designed to fit the expectations that consumers have for this kind of state-of-the-art denim store. The digital signage in situ are few but very impressive. The main open stairwell to the lower floor is dominated by two 95” Samsung displays, mounted in portrait format high up on the wall. The displays are loosely integrated in a metal frame referring to the industrial design of the shop. The content is composed from high definition fashion videos with a runway “storyline”. The multichannel environment is supported by a series of iPads, arranged in a line, for customers to take a look at the wider G-Star Raw offer.

Facts & Figures

Location

G-Star RAW Oxford Street