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Construction begins on OMA-designed G-Star RAW Headquarters

On the plinth - Courtesy of OMA
On the plinth - Courtesy of OMA

Today, in the industrial Zuidoost area of Amsterdam, construction begins on the new OMA-designed headquarters for the fashion brand G-Star RAW. Led by OMA partners Reinier de Graaf, Ellen van Loon and Rem Koolhaas, the project will consolidate G-Star RAW’s existing disparate facilities into a single 27.500m2 horizontal building. Continue after the break to learn more.

All disciplines in one building, working towards one product. - Courtesy of OMA North West view - Courtesy of OMA Highway NW - Courtesy of OMA South West view, Courtesy of OMA

Concept Diagram - Courtesy of OMA
Concept Diagram - Courtesy of OMA

Creativity is placed in the center of the building, as it is the focus of G-Star RAW. Contrasting materials are used to differentiate this creative nucleus from the supporting program. A transparent glass façade exposes the creative core to the adjacent freeway, while the surrounding service ring is discretely rendered in black concrete.

North West view - Courtesy of OMA
North West view - Courtesy of OMA

The lower part of the service ring will form a plinth for parking and drop-off access, as well as a podium for ongoing program of events.

Diagram - Courtesy of OMA
Diagram - Courtesy of OMA

A multi-use area – the RAW-space – is situated on the north side of the building. The shifting façade will move with the changing uses of the RAW-space; its sliding hangar-style doors will maximize flexibility for events, workshops and fashion shows. The variations in the form will support a dynamic program, reflecting the spirit of G-Star RAW. Reinier de Graaf commented: “We have programmed into the building the possibility of public activities as well as creative incubation for the next phase of G-Star RAW’s evolution.”

Highway NW - Courtesy of OMA
Highway NW - Courtesy of OMA
On the plinth, model shot - Courtesy of OMA
On the plinth, model shot - Courtesy of OMA
Cite:Karissa Rosenfield. "Construction begins on OMA-designed G-Star RAW Headquarters" 25 May 2012. ArchDaily. Accesed . <http://www.archdaily.com/238268/construction-begins-on-oma-designed-g-star-raw-headquarters/>