Last week, G-Star officially opened its biggest flagship store to date located in Shanghai.

The new G-Star flagship measures 750 sq meters, with floor space shared over two levels, with an extra floor for future sales showroom purposes. The ground floor showcases the G-Star menswear whilst an impressive spiral staircase guides visitors to the first floor, where additional menswear collection and the G-Star collection for women can be found. The store design also features an area of 25 sq meters dedicated to G-Star footwear.

One of the eye-catching elements in the new Shanghai store is the large denim wall, which spans all shop levels and measures over 11 meters in height, another is the large luminous glass structure, which is visisble from all points in the store, and emanates a soft glow that simulates daylight. Interior and furniture has been designed by the in-house G-Star 3D Design and Development Department and makes a feature of materials such as steel, concrete and oak to reflect the brands raw character.

The new G-Star flagship store is the second in the city of Shanghai and stands for the continuation of the brand’s global expansion.

Among personalities attending the opening party there were designer Pierre Morisset and actress Cecilia Cheung to drop the denim curtain revealing the store’s façade and a tableaux vivant. Inside the store, G-Star presented the G-Star pop-up show featuring Chinese model Song Shan Shan, and the RAW Art Series. Design experiments involving denim highlight the brand's passion for denim.