Pieter Kool

Background

About Pieter Kool

I’m a designer and studio lead working at the intersection of interior architecture, brand identity and material design. I translate identity into spatial experience — with designs that are clear in concept, powerful in material impact, and designed for change- I blend creative vision with analytical insight. My work bridges interior design, architecture, and brand development — always grounded in a strong conceptual foundation, powerful experience, material expression, and a design approach firmly rooted in how things are made, whether through high-tech processes or artisan craftsmanship. Great design is technologically advanced, yet reads like poetry. From 2004 to 2017, I led the spatial identity team at G-Star RAW as Creative Director 3D Design & Development. I developed and implemented the brand’s full spatial language — from store and shop-in-shop concepts to offices, hospitality spaces, trade fair pavilions, and product collaborations. During this time, I worked closely with partners including OMA / Rem Koolhaas, Marc Newson, and Pharrell Williams. Between 2012 and 2014, I also founded and led G-Star’s online design team, translating its physical DNA into the digital realm — laying the foundation for today’s G-Star.com. In 2017, I established Carbon Studio — designing adaptive, human-centered environments across retail, workspaces, hospitality and beyond. Whether developing a new spatial identity or expanding an existing one, I add the architectural, spatial, and tactile dimension that brings a brand to life. Selected experience includes- 400+ stores worldwide - 800+ shop-in-shops - m² of office space - m² of trade fair environments - Hospitality concepts - Brand activations, fashion shows, product and furniture design (incl. G-Star RAW Crossover series) Clients include: BMW, Stedelijk Museum Amsterdam, Scotch & Soda, Nike, Patta, Bugaboo, Birkenstock, Vitra, Olaf Hussein, Columbia, VanMoof, and Ace & Tate. All my work is rooted in material expression. Material and detail aren’t afterthoughts — they are the concept. I’m an energetic speaker and motivator, combining passion with clarity of thought. I often speak on topics such as brand-driven design, retail and workplace futures, and the translation of abstract ideas into intense, physical experiences.