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.

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.

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".

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).

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.

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.

Entering the G-Star booth, exhibitors, press and visitors step into an infotainment environment.

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.

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.

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.

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.

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