Creative studio
Creative studio
Peter Beckers Creative studio
DENIM SHAPER
ENTRANCE FACADE
Bread & Butter, Berlin
Concept + design entrance & windows
including the choreography off the robots
Role
Role
Concept, Testing work, Technical development, designs
Discipline
Exhibition design, Brand activation, Retail
For
G-Star RAW
Locations
Touring worldwide
Photos
G-Star RAW
Mobile in-store device
After purchase, the customer stands in front of the machine wearing their new denim. A fine water mist moisturizes the pants, and with the retailer's guidance, they shape the jeans. After a few minutes of squatting, the jeans take on the customer's leg contours, improving both comfort, fit and look. Once dry, the pants will memorise and retain this custom shape.
These pictures show the first prototype we built to develop this new procedure. We tested it in a flagship store and were pleased to see how well it performed—even in a busy retail environment.
Unexpectedly, it also had a welcome side effect. Typically, one of the hardest parts of retail is starting a conversation with visitors. But the quirky design of this machine sparked curiosity, prompting customers to ask about it—creating a perfect opportunity to share the story of RAW denim.
As a result, we built ten more devices—some placed in flagship stores, others traveling between locations to promote the legacy of RAW denim.
SIDE
UNFORSEEN
EFFECTS
Being the founders of RAW Denim (an unwashed and untreated denim still preserving it's original fabric characteristics), G-Star started with producing RAW Denims as the very first. Something that other brands started copying. To reclaim this ownership we developed a machine for our stores that helps staff explaining the story and characteristics of RAW denim and to “personalise” and optimise the look and feel of the pants within minutes.
RAW denim is untreated and unwashed, making it stiff at first. Over time, it molds and settles to the shape of your body, becoming more comfortable and uniquely yours. This slow transformation continues for years, even as the fabric starts to show wear. That’s why many choose to restore old denim—because the pants continue to grow more beautiful and better fitting over time.
To speed up the process, customers can "personalize" their denim in-store through a quick 5-minute routine guided by staff. This simulates about six months of normal wear but without damaging the fabric, making the jeans more comfortable from day one and extending its lifespan, while instantly improving its aesthetics fitting to the body.
