G-Star Raw —
Clouds of

- Art direction
- Digital creative concept
- UX & UI Design
- Website
- Digital experience
- E-Commerce
- Web GL
Project - New Denim Arrivals
Client - G-Star RAW
Studio  - Cartelle
Year - 2014

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.

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.


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 (Cartelle), I pushed the digital creative and managed internal demands.


A journey through space


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

Digital Studio - Cartelle
Stevijn van Olst
Johnny Slack


Say hello and craft ideas together