G-Star Raw -
Clouds of Denim

Role

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

Project

- Website
- Digital experience
- E-Commerce
- Web GL

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.

2014

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.

Team

Design Director - Pascal Duval
Creative & Art Director - Vincent Venema
Copywriter - Paul Carroll
Producer - Alex Trengove Jones / Teymoor Ghashghai

Digital Studio - Cartelle
Stevijn van Olst
Johnny Slack

Articles

FWA / Adobe - Nominated project of the year
FWA / Adobe - The cutting edge project of the week
FWA - Nominated site of the month
FWA - Mobile site of the day
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."