G-Star has opened a brand new global flagship store in Amsterdam.

The 450-sq.-meter, three-story store, located on the corner of P.C. Hoofstraat and the Hobbemastraat in Amsterdam, is one of the largest G-Star monobrand stores in the world, sporting large windows, and was completely designed and outfitted by the company’s in-house interiors team.

“On a global basis our monobrand stores have been known for many years, but for the Netherlands the G-Star shopping concept is new to the street scene. The very first of these stores in the Netherlands opened in Groningen a little while ago. Considering the enthusiastic responses we had there, our expectations for the flagship store in Amsterdam are very high”, says G-Star’s Remco de Nijs.

Innovation and product development have also resulted in surprising in-store elements, such as an enormous denim wall extending from the basement to the mezzanine level, with a special VIP lounge, and hidden changing rooms. Numerous levels have also been created by floating floor sections of concrete and walk-on glass. Also striking is an 8-meter wide Rotapanel with G-Star video imagery changing every 30 to 60 seconds. The overall stripped-down sober design underscores the core philosophy of the brand.

The store also carries one-off handmade denim objects, the NY RAW couture range, launched each season during New York Fashion Week, and the exclusive G-Star by Marc Newson Limited collection, in stores Jul. 15 and first presented in Colette during the last Paris Fashion Week.

Since the launch of the brand over 20 years ago, G-Star has established more than 5,860 retail points worldwide, of which 170 are monobrand stores in 70 countries.

—Melanie Gropler