Pharrell Williams opens new G-Star Raw 5th Avenue flagship

By

Jennifer Braun

Published
Jun 3, 2016

Pharrell Williams inaugurated G-Star Raw’s new flagship 5th avenue store on Wednesday.
 
The opening was celebrated with a cocktail party hosted by Williams, G-Star’s “head of imagination” and co-owner.

 
Located at 475 on 5th Avenue, across the street from the New York Public Library, the new flagship store is 250 square meters, making it one of G-Star’s biggest US locations. The store features a modern design aesthetic and an open-window concept.
 
Williams celebrated the opening in grand style and joined the party on a bike accompanied by professional BMX riders Nigel Sylvester, Austin Horse and Anthony DeRosa, stopping at different G-Star stores along the way.

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“We were looking for the most enjoyable and eco-friendly way for Pharrell to visit our stores in New York City,” says Thecla Schaeffer, CMO at G-Star Raw, in a news statement. “We realized that a bike tour would allow us to not only travel from store to store efficiently, but also have fun while doing so.”
 
G-Star Raw was founded in 1989.