G Star RAW Headquarters | OMA

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.

“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.

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.

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