Denim legs are an important part of the store
Denim legs are an important part of the store's women's section
 

11 Apr. 2013

G-Star opens biggest own store in Cologne


Yesterday, on April 10th 2013, G-Star opened up its largest ever store in Cologne, Germany. The store has a floor space of 800 sq. meters, over which the denim brand present its complete clothing and accessories collections for men and women.

Actor Sönke Möhring inaugurated the new store with a Champagne Crusher
Actor Sönke Möhring inaugurated the new store with a Champagne Crusher
The basement houses the most comprehensive selection of G-Star Shoes as well as the Raw Essentials line, the G-Star by Marc Newson collection and a space with machinery and equipment to make use of the Raw Tailored offer, where customers are able to have their own customized pair of selvedge denim made.

Every piece of in-store furniture has been designed and produced by an in-house team of interior designers. Natural and untreated materials characterise the store design, which is partly inspired by G-Star’s existing furniture cooperation with Vitra. On the ground floor, which is dedicated to menswear, a large denim wall forms the heart of the composition.

The first floor is home to G-Star’s woman’s collection. Its architectural concept follows the design of G-Star’s Women’s Store in Amsterdam. Here, nearly 20 mannequin legs display G-Star’s different denim fits. Highlight of the first floor are the elaborately designed changing rooms. Next to the staircase, a slowly moving denim carousel is installed.

The denim wheel turns in the staircase area
The denim wheel turns in the staircase area



Remco de Nijs, responsible for Collection, Sales and PR matters at G-Star: “For women, it’s important that they can see how a piece of denim fits and that they have space to explore the different styles on their own. Therefore we loosened up the classic denim wall here, used different forms of denim presentation and put all the styles on mannequins. Men on the other hand rather want to be led through the offer by an assistant who can help them find their right model from the large selection of the denim wall.”

The new store in Cologne employs a number of 30 workers. Axel Schukies, G-Star’s Country Manager for Germany: “Cologne has always been a key city for us. That’s why we had the heart to open a store of this size here.” The central location at Cologne’s Neumarkt was chosen to “build a bridge between the more commercial Schildergasse and the more prestigious Ehrenstraße”.

G-Star plans a total of around 70 mono-brand store openings in 2013, all of them being franchise stores. Next on the agenda is an opening on Berlin’s Kurfürstendamm in May, as well as further openings in Oslo, Florence and Milan.

G-Star RAW Store Cologne
Neumarkt 1b
50667 Cologne
Germany

G-Star Raw Essentials in the basement
G-Star Raw Essentials in the basement

Maria Hunstig

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