A futuristic collision of musical styles

A project that came to life during Amsterdam Dance Event (ADE) underneath Rijksmuseum’s Bicycle Passage, elevating G-Star’s partnerships with both institutions and celebrating the brand’s 30th year on top.

Raw Rave encapsulated what G-Star RAW is all about: combining things that don’t seem to belong together.

reinventing history at amsterdam dance event

The ancient and iconic Rijksmuseum provided the stunning backdrop for a modern interpretation of a classic rave during the world’s leading electronic music conference.

Raw Rave hosted a line-up of artists and acts that at first sight didn’t seem to belong on one stage (De Staat, Boys Noize and TITIA), stretching their artistic performances and writing ADE history in a truly unique way.

driving a new audience to g-star raw

Raw Rave brought together fans, stakeholders, employees, journalists and influencers. It created local buzz via a city takeover with wild posting and limited ticket drops, and global impact via a livestream broadcasted by platforms like Beatport and DJ Mag. Raw Rave offered music, fashion and lifestyle media culturally relevant stories to share about the brand.

This project engaged existing G-Star fans leading to the highest IG engagement rate ever (3,4%) and attracted a whole new music-loving fan base (13,4M earned reach).