G-Star Raw -
Clouds of Denim



- Art direction
- Digital creative concept
- UX & UI Design


- Website
- Digital experience
- E-Commerce
- Web GL

Experience an award-winning first in the commercial uses of WebGL technology. Explore the new G-Star RAW denim arrivals in a fluid 3D space composed of art pieces and exclusive products. Users can discover the full product range by fluidly floating through the cloud.



Inspired by new technologies, I created the concept and visualisation to translate the retail display visual into an interactive and unexpected digital experience. Connecting the internal creative agency at G-Star RAW and an external digital production studio, I pushed digital creative and directed internal demands.


A journey through space

The site allows users to explore and discover new denim innovation from G-Star. It’s an immersive 3D ‘Universe’ showcasing a selection of trademark G-Star denim objects and highlighting the new collection.


The platform bridges the gap between an immersive experience, a clean interface and a solid e-commerce solution. The Quick-buy feature allows the user to pick and purchase items straight from the cloud without interrupting the user journey.


Design Director - Pascal Duval
Creative & Art Director - Vincent Venema
Copywriter - Paul Carroll
Producer - Alex Trengove Jones / Teymoor Ghashghai

Digital Studio - Cartelle
Stevijn van Olst
Johnny Slack


Say hello and craft ideas together

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