Cloud of Denim

Digital experience
Web GL



- Art direction
- Digital creative concept
- UX & UI Design

Experience an award-winning first in the commercial uses of WebGL technology. Explore the new G-Star RAW denim arrivals in a fluid 3D space composed of art pieces and exclusive products. Users can discover the full product range by fluidly floating through the cloud.

Project   New Denim Arrivals
Client      G-Star RAW
Studio     Cartelle


Inspired by new technologies, I created the concept and visualisation to translate the retail display visual into an interactive and unexpected digital experience.

Connecting the internal creative agency at G-Star RAW and an external digital production studio, I pushed digital creative and directed internal demands.


A journey through space

The site allows users to explore and discover new denim innovation from G-Star. It’s an immersive 3D ‘Universe’ showcasing a selection of trademark G-Star denim objects and highlighting the new collection.


The platform bridges the gap between an immersive experience, a clean interface and a solid e-commerce solution. The Quick-buy feature allows the user to pick and purchase items straight from the cloud without interrupting the user journey.


Design Director                Pascal Duval
Creative, Art Director      Vincent Venema
Copywriter                        Paul Carroll
Producer                           Alex Trengove Jones
Studio                                Cartelle

FWA / Adobe    Nominated project of the year
FWA    Nominated site of the month
FWA    Mobile site of the day
FWA / Adobe    The cutting edge project of the week
FWA    Site of the day
Design Licks    Site of the day
Awwwards    Site of the day
French Design Index    Site of the day
Amsterdam Ad Blog    "One thing is sure, G-Star understands how a brand is built."

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