G-Star RAW launched its new retail concept on Oxford Street in London. Situated between Oxford Circus and Bond Street, the minimalistic and gallery-like flagship store is set over 470 sqm featuring denims for both men and women. Instead of a wall, the denim is presented in such a way that consumer can experience the materials, its craftsmanship, and 3D engineering. These 'Denim Favourites' should allow consumers a selection of denim styles for both service and self-service. The stockroom, has been completely re-imagined, and given an unusually exposed and celebrated position within the store, as a fully glass-fronted mezzanine with the systematically organized stock clearly visible to all.