Designer Johanna Seelemann Is The Latest Talent To Collaborate On G-Star RAW’s Art Platform

Creating a range of office furniture inspired by G-Star’s headquarters.


Last year, G-Star RAW unveiled their awesome art platform, The Art of RAW, where young creative minds transform denim waste into stunning art pieces. They've teamed up with a bunch of talented designers from around the world, and now they're joining forces with the incredible award-winning designer, Johanna Seelemann. This rising star in the contemporary design scene graduated from Design Academy Eindhoven in 2019 and even worked with the renowned duo Formafantasma before starting her own studio.

Johanna drew inspiration from the behind-the-scenes processes involved in denim production for this collaboration. She also took cues from G-Star's headquarters in Amsterdam, designed by the legendary Rem Koolhaas' OMA, and their slick office furniture crafted by Jean Prouvé. Her collection, called 'Potentials,' is a visual and tactile exploration of raw denim, pushing its boundaries beyond just clothing. Johanna's vision was to keep the fabric in its natural state, using it as the central element in all the pieces while minimizing the use of other materials.

She wanted to maintain the raw essence of denim, employing minimal cuts and seams, and embracing a structural dependency by incorporating thin frames made of indigo-dyed ash wood. By leaving the denim as untouched as possible, these pieces celebrate the concept of borrowing and maximize their potential for future transformations. To enhance stability, Johanna also integrated denim details like weights and belts to keep the structures solid.

The outcome of this collaboration is a stellar series of five office furniture pieces: a room divider, floor mat, leaning bench, low stool, and valet stand. Each piece showcases the unique qualities of raw denim and highlights its remarkable stability. It's a true blend of creativity, craftsmanship, and sustainability.

But Johanna is not the only talented artist in this venture. G-Star RAW has a long-standing commitment to art and design, and they've invited several multi-disciplinary artists to contribute their innovative ideas to The Art of RAW. Teun Zwets, Athena Gronti, Lenny Stöpp, Nienke Sikkema, and Iwan Pol have each brought their own unique touch to the project, creating awe-inspiring art pieces using denim waste or dead stock materials.

This exciting collaboration with Johanna Seelemann will be launching on May 1st, 2023. Get ready to witness the incredible fusion of denim and design as these artists continue to push creative boundaries and transform discarded materials into captivating works of art.

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