June 3, 2016
Images Courtesy of G-Star Raw
New York City, USA – On Wednesday Pharrell Williams, Head of Imagination of G-Star RAW, celebrated the opening of the brand’s new flagship store on Fifth Avenue in New York City. The store marks Williams’ first opening since he became co-owner of the denim brand back in February.
To celebrate the opening of the Fifth Avenue Store and the growing presence of G-Star in New York, Williams went on a bike ride – together with professional BMX riders like Nigel Sylvester, Austin Horse and Anthony DeRosa – from Williamsburg to Fifth Avenue, visiting different G-Star stores along the route. The celebration takes place two months after Pharrell showed international press and friends around his Raw Factory; the Amsterdam headquarters of the brand, located in Amsterdam.
After the bike ride across town with Brooklyn Machine Works, Williams kicked off a VIP opening event at the Fifth Avenue flagship. Each store joined in the celebrations, with DJs Joey Bada$$ and Kirk Knight playing at SoHo, Clark Kent at Williamsburg, and Eva Shaw at Fifth Avenue.
“We were looking for the most enjoyable and eco-friendly way for Pharrell to visit our stores in New York City,” said Thecla Schaeffer, CMO at G-Star RAW, of the day’s tour. “We realized that a bike tour would allow us to not only travel from store to store efficiently, but also have fun while doing so.”
The Fifth Avenue flagship store itself has a modern design aesthetic that fans of the unconventional denim brand have come to expect. It features an “open window” concept that is designed to hero the product instore, and ensure the interior is visible from outside. The mezzanine floor displays the denim stock, while the different jean fits are displayed on floating three-dimensional legs – another feature of which is intended to present denim in its purest, raw form.
The celebration of the Fifth Avenue flagship was also accompanied by a limited edition Bionic Yarn kimono giveaway. Consumers simply signed up for the chance to win one of 10 kimonos crafted from Bionic Yarn that were signed by Pharrell himself. In addition attendees could choose to have any piece of denim they purchased customized with buttons and badges while they waited.
Located on the corner of East 41st Street and 475 Fifth Avenue, opposite from the New York Public Library, the new G-Star flagship is set over 250-square-meters and exhibits the brand’s expertise in denim through its wide range of styles, each one engineered for precision fitting. As one of the largest stores in the US, the Fifth Avenue flagship store is the latest addition in line with G-Star’s continuous retail development.