Fashion brand G-Star Raw recently opened their first Dutch flagship store on the corner of P.C. Hooftstraat and Hobbemastraat in Amsterdam. It looks exactly what a G-Star store should look like: light grey concrete, dark grey steel and lots of denim, of course.
But there's something weird with the façade of the shop I didn't immediately see. After a closer look I understood that it had to do with the logo. What a great idea. Instead of putting the whole logo on one side, or the other, or both, they made it around the corner.
And not even just like that. It would have been very logical to put 'G-Star' on one wall and 'Raw' on the other. But they decided to bend it in the middle of a single character - the R. That's weird thinking. And it looks cool.
That, I think, is what creativity is all about.
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