G-Star’s ’just the product’ philosophy lends itself nicely to its new Oxford Street denim emporium. Concrete, steel and glass make up the entirety of the shop’s industrial interior, putting the focus squarely on the product rather than the surroundings. Leaving no room for exclusivity, the 470 sq m expanse hides nothing. Even the glass-front mezzanine overlooking the shop floor serves as a transparent stockroom. Here, G-Star has reinvented the denim wall, enticing customers to interact with the jeans on display in three dimensions, while making every featured product entirely accessible.
