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G Star RAW Headquarters | OMA

The new HQ for G Star Raw, designed by OMA, is located next to the A10 in the industrial Zuid-Oost area of Amsterdam. It is a single building that consolidate G Star Raw’s disparate facilities aiming a stimulate interaction between various departments.

Courtesy of OMA-G-Star

Courtesy of OMA-G-Star

The building consists of a creative nucleus containing the core departments of G Star RAW, which are enveloped by a ring of offices, parking and support facilities. The distinction between the support activities and the creative core is heightened through contrasting materials – a monolithic solidity rendered in black concrete for the ring, while the creative core is visible through the glass facade. The lower part of the ring forms a plinth for parking and drop off; the plinth also provides a location for installations and events“, described OMA.

Courtesy of OMA-G-Star

Courtesy of OMA-G-Star

The main entrance of the 27,500 square meters horizontal building (140 meters long) is situated at the level of the plinth and is underneath a cantilevered glass box that houses G Star’s showrooms. The distinct from the inner workings of G Star, which is the end of the building, is dedicated to visitors; even though there is still exposure of these inner workings through controlled views and access.

Courtesy of OMA-G-Star

Courtesy of OMA-G-Star

OMA states “inside the creative core of the building, staggered floor plates and double height spaces promote a dynamic exchange between the different creative departments allowing for cross communication. The RAW-space, a flexible multi-use zone, either open to the outside or concealed behind sliding hangar-type doors, provides a space for work and production, parties, and fashion shows. Oriented towards the A10, the shifting facade and changing uses of the RAW-space, together with the various possible uses of the plinth, will create a constantly varying appearance reflecting the inner dynamism of G Star RAW“.

Project Information :
Architect : OMA
Location : Amsterdam, Netherlands
Project Year : 2008 – 2014
Project Area : 19000.0 square meters
Team of Interior Concept : Saskia Simon (project leader), Marlies Boterman, Marina Cogliani, Karolina Czeczek, Green van Gogh, Sarah Moylan, Mafalda Rangel, Tjeerd van de Sandt

 

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