Dutch denim brand G-Star has unveiled a new store concept in Ghent. The brand describes the new concept as ‘a modern canvas for premium denim,’ says a statement.
The brand describes the store as “functional, architectural, artistic and anchored in denim expertise.” The inspiration for this comes from the G-Star headquarters in Amsterdam. There are concrete elements, brushed aluminum and green accents. Features include recycled paper and a fiberglass wall.
The store has, among other things, a denim bar where the entire denim range can be found. The concept also dispenses with static mannequins. Instead, the collection is presented on digital screens so that the products can also be seen in motion.
New store concept for G-Star
“This new concept reflects the essence of who we are: design-led, with a constant focus on the evolution of denim. It is a space where the product speaks for itself and customers can experience denim in its purest form,” said Gwenda van Vliet, Chief Brand Officer of G-Star.
G-Star’s previous store concept was very clean and characterized by the color white. The concept in Ghent is much warmer and feels more intimate.
G-Star chose Ghent for the global launch of the new concept because the city has one of the brand’s strongest communities.
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