Dutch denim brand G-Star Raw has opened a two-floor flagship store on the site of the former Carphone Warehouse branch on Oxford Street.

Trading from two floors and with a selling area of 5,382 sq ft, the new G-Star Raw denim flagship, which opened yesterday, is a departure from the norm in the area.

The store has been completely remodelled internally to give shoppers an ‘industrial’ ambiance with unfinished concrete, strip neon lighting and steel key materials used throughout.

The men’s offer occupies the ground floor, while women’s denim is in the basement. The store’s stockroom is in a glass-fronted mezzanine at the back of the ground floor and there are iPads to aid “in-store navigation”, as a member of staff put it.

The Dutch brand and retailer claims the store shows an “innovative approach to retail in general” and that it challenges “the conventions of traditional denim stores”. The store design was created in-house.