.raw is a creative studio in Ljubljana built like an open kitchen

Walk into .raw on Slovenska 58 in Ljubljana, and the first thing that hits you is that there are no doors to hide behind. The full glass frontage of the creative studio puts everything on display: from the designers at their screens and coffee machine on a marble slab to the racks of black-and-white apparel hanging beside them. Founder Tamir Potokar Grays describe the model as an “open kitchen,” borrowing from restaurants where the chef plates your dish in full view – an analogy that holds up structurally as well as visually. Behind the glass sits a creative studio that handles branding, marketing and digital product work for clients including Samsung, Volkswagen and Rolls-Royce, alongside a gallery-cum-concept-shop carrying selected products and .raw’s own apparel line. The two halves are stitched together by a brutalist material language that runs from the architecture out into every brand application. “Clients walk in and immediately see what we are working on,” Potokar Grays tells us. “Internally, we operate the same way. We involve collaborators early, share work in progress, and test products in our own store in real time. Transparency is not a value we display on a wall. It is built into how the space functions.”