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G-Star Raw pavilion at Tokyo Designer’s Week
Tokyo design week: Denim brand G-Star Raw built a pavilion at Tokyo Designer's Week last month, to display the brand's new collections.
![](http://static.dezeen.com/uploads/2007/11/07202037_tokio_design_week_0900.jpg)
The pavilion is the latest in G-Star Raw's Cross Over Concepts series of projects, which explores the application of the brand's aesthetics to objects other than textiles.
![](http://static.dezeen.com/uploads/2007/11/07202037_tokio_design_week_4786.jpg)
The design team says that the use of steel and wood in the interior of the pavillion "captures the driving design ideals of the brand: rough, stylish, pure, and functional", while the use of glass symbolises G-Star Raw as "an accessible luxury brand".
![](http://static.dezeen.com/uploads/2007/11/07202037_tokio_design_week_4632.jpg)
Other projects in the series include a colaboration with Land Rover and a ferry on the river Amstel in Amsterdam, fitted out by G-Star's interior design team (see our previous story).
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The following text is from G-Star Raw:
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RAW Aesthetics at Tokyo Designer's Week
Since its conception in 1989, G-Star has been known for its innovative and cutting edge style in the world of denim. Continuous experimentation and innovative product development have lead to a strong following worldwide. The rough, rudimentary and raw characteristics of the brand have become a strong and consistent brand signature.
![](http://static.dezeen.com/uploads/2007/11/07202037_tokio_design_week_4632.jpg)
For the first time, G-Star has selected an international design platform to present itelf. At Tokyo Designer's Week, G-Star physically showcases its passion for product craftsmanship, among an international design-orientated audience from different fields.
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Entering the G-Star booth, exhibitors, press and visitors step into an infotainment environment.
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The immediate visual impact generated by the glass pavillion symbolises accessibility. It triggers the visitor's curiosity and communicates openness. G-Star Raw is an accessible luxury brand.
![](http://static.dezeen.com/uploads/2007/11/07202037_tokio_design_week_4719.jpg)
The look and feel of the steel and wooden floor capture the driving design ideals of the brand: rough, stylish, pure and functional. This clean uniformity allows for the objects and clothing to be showcased most effectively and in their purest form.
![](http://static.dezeen.com/uploads/2007/11/07202037_tokio_design_week_4676.jpg)
Handcrafted objects, waxed denim coats, the newest styles from the NY Raw Special edition and some SS08 collection highlights familiarise the fair visitor with G-Star's unique signature style.
![](http://static.dezeen.com/uploads/2007/11/07202037_tokio_design_week_4645.jpg)
Located at the Container Ground within the Design Association Area at Tokyo Designer's Week 2007, the G-Star pavillion was open to the public from October 30th to November 4th.
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All interior elements from booth design to furniture are made by G-Star's Interior Design department - always with an extensive eye for detail.
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Posted by Rose Etherington