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G-STAR
Case Study
Immersive Retail Strategy: Defining G-STAR’s Global Customer Experience.
About G-STAR
Since its founding in Amsterdam in 1989, G-STAR has established itself as the definitive global authority in denim. The brand’s philosophy centers on challenging conventions and driving relentless product innovation. G-STAR pioneered the use of untreated, raw denim and invented the anatomic 3D-shaped jeans, permanently reshaping industry standards.
This commitment to advancement positions G-STAR as an international leader in craftsmanship and future-proof design. Their products are available at more than 5,000 points of sale across 60 countries. This extensive reach is paired with a deep dedication to sustainability, as evidenced by industry-leading achievements such as the Cradle to Cradle Certified® Gold denim fabric.
Objective
Rooted in innovation and craftsmanship, G-STAR’s mission is to push boundaries while staying true to its distinctive identity. To translate this same pioneering spirit into the physical retail environment, G-STAR partnered with Mood Media to develop a global Music Strategy alongside versatile Digital Signage solutions. The core objective was to create an atmosphere that feels unmistakably G-STAR—bold, refined, and consistently immersive across its worldwide retail presence.
Solutions
G-STAR’s creative DNA sets the tone for everything it does; its stores are no exception. Mood Media transformed this adventurous vision into immersive brand spaces where design, sound, and technology converge. Every in-store element was crafted to echo G-STAR’s raw aesthetic and forward-thinking spirit.
Curated Music: Defining G-STAR’s Brand Atmosphere
To reinforce G-STAR’s identity, Mood Media took the brand’s vision and crafted a high-impact music program. Mood’s music designers carefully balanced creativity with technical execution, ensuring the soundtrack captured G-STAR’s unique aesthetic while actively enhancing the shopping environment.
The solution revolves around three distinct, dynamically sequenced playlists (Dayparts), designed to automatically shift the atmosphere as customers move through the day:
Morning: Sets a relaxed, sophisticated mood with cool soul, chilled electronic, and hints of chill-hop.
Afternoon: A smooth, energetic blend that optimizes the midday transition with gentle uplift.
Evening: A warm, smooth, and subtle sound, rooted in soulful house, perfect for enhancing the late-day shopping experience.
Ultimately, this strategically curated music program is as bold, refined, and fashion-forward as G-STAR itself, serving as a powerful, non-verbal expression of the brand’s contemporary style.
Digital Signage Solutions: Strategic In-store Deployment
In-store Screens: Point-of-Sale Influence
Across the G-STAR concept stores, high-impact screens are strategically integrated into the critical cash register area. This location transforms waiting time into a moment of attention: as customers queue, they are instantly engaged by relevant, up-to-date brand content. This strategic placement allows G-STAR to effortlessly deliver key information, flexibly respond to current campaigns, and directly influence purchase decisions exactly when customers’ choices are being made.
Digital Promo Board: Dynamic Street Engagement
For G-STAR’s standard retail locations, Mood strategically deploys high-impact digital promo boards behind the window line to maximize street presence. This solution features a robust, mobile, custom-designed steel construction fitted with a high-brightness display, ensuring content visibility and clarity even in direct sunlight. Utilizing the standard 9:16 format, the promo board effortlessly presents impactful, portrait-oriented visuals to passersby. To ensure seamless aesthetic integration, the durable casing is supplied in the exact RAL color specified by the G-STAR store concept, transforming every storefront into a commanding communication tool.
Window LED: Enhancing Digital Engagement
To immediately capture attention at the storefront, Mood designed and engineered a high-impact window solution. This involves installing a high-brightness LED video wall with a custom-built mounting bracket. The bespoke framework allows store staff to easily adjust the display angle, ensuring optimal content visibility and visual alignment.
This stunning display effectively extends the brand’s digital experience, complementing the in-store environment to create a more immersive and engaging customer journey.
Crucially, the digital signage solution incorporates integrated light sensors that automatically control the panel brightness based on the natural sunlight. This technical feature not only ensures the displayed content maintains optimal quality and maximum legibility under all conditions, but it also supports G-STAR’s commitment to sustainability by extending LED lifespans and minimizing power consumption.
Digital ‘Social’ Wall: Immersive Brand Connection
For their Belgian flagship store in Antwerp, G-STAR wanted to create a dynamic focal point for digital engagement. They requested a high-resolution display solution that could showcase their social media presence in a unique format, moving beyond standard screen designs.
Mood responded by implementing an LG 86″ Ultra Stretch Display. The atypical display format provides a visually striking element that encourages customers to interact directly with G-STAR’s live, branded social content.
The content is streamed directly from G-STAR’s official Instagram account using a custom-designed digital signage template. This solution ensures the brand’s social narrative is seamlessly integrated into the physical retail space, creating an immersive, contemporary experience that drives customer connection.
Content Management ~ Seamless Control with Mood Harmony™
Mood Media centrally manages and deploys G-STAR’s entire audio and visual content library, relying on the Mood Harmony Content Management System (CMS).
This powerful, centralized platform gives Mood Media complete control over content scheduling and deployment throughout the retail network. Through this managed service, Mood provides frequent and precise updates, ensuring the music and digital signage content is always fresh, relevant, and highly engaging. The ultimate result guarantees the brand’s sophisticated in-store experience maintains its integrity and consistency.
Results
By partnering with Mood, G-STAR transformed its physical retail spaces into a unified, experiential canvas. By integrating the global music strategy with dynamic digital touchpoints—from the Window Totems that capture street attention to the In-Store Screens that influence final purchases at the cash register—Mood successfully translated the brand’s pioneering, sophisticated aesthetic into a tangible, consistent energy that defines the entire in-store journey. The strategic deployment of content, managed globally via Mood Harmony, ensures the sound and visual atmosphere is a precise and vibrant reflection of the G-STAR brand identity worldwide.
This comprehensive approach reinforces the brand’s reputation as a global leader in innovation and results in a dynamic retail environment that doesn’t just sell clothes; it actively tells the G-STAR story, creating a cohesive, unforgettable destination for its discerning global customer.
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