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 / Teymoor Ghashghai
Studio - Cartelle