Amsterdam/London, January 14th, 2011 – On the evening of January 13th, 2011, G-Star presented London RAW Night: an eclectic mix of performance, art, music, fashion and film; curated by British actress and new face of G-Star’s Spring/Summer 2011 advertising campaign, Gemma Arterton.
A crossover of guests from different artistic fields, were welcomed at One Mayfair; an old church that had been turned into part gallery, part performance stage, part disco and part art installation.
Gemma Arterton sparked the opening of London RAW Night, which featured highlights from the iconic work of Anton Corbijn through a visual exhibition projected throughout the venue. Further additions to the program included Beautiful Crime, who created a live urban art piece, inspired by a Corbijn image of Gemma, and music from Romy of The xx DJ Set. Throughout the sensorial experience, G-Star’s signature style was clearly visible, showcasing abstract denim art objects placed throughout the church.
RAW Nights bring G-Star’s core DNA to life, presenting cutting-edge talents from across the creative world in intimate and surprising locations. In this way, audiences directly experience the concept of ‘unexpected combinations’ that underpins G-Star’s clothing collections, as well as forming the foundation for its various, global entertainment platforms, including 3301 RAW Records, RAW Rhythm Festival and RAW Gallery.
Previous RAW Night host cities have included: Tokyo, where a nightclub was transformed into a high-end art museum; LA, where a car park was turned into a street gallery; and New York, where an armoury became a nightclub. These events were curated by unexpected artists including Dennis Hopper, The United Nations, Duran Duran, Phoenix, Hiromix and Marc Newson.