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.
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.
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.
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.”