OMA completes industrial headquarters for G-Star RAW in Amsterdam

Rem Koolhaas' OMA has completed the new Amsterdam headquarters of Dutch denim brand G-Star RAW, which features a concrete shell, a glass core and a hangar-like facade that slides open (+ slideshow).

G-Star RAW Amsterdam Headquarters by OMA

Located beside the A10 motorway in Amsterdam's industrial Zuidoost district, the G-Star RAW HQ was designed by OMA to embody the rough-and-ready aesthetic of the brand's military-inspired clothing, using stark materials and bulky volumes.

G-Star RAW Amsterdam Headquarters by OMA

The 140-metre-long building sits over a large plinth that raises it up to the level of the road. It is wrapped by a dark concrete frame that houses the supporting facilities, while the central section is a row of glass boxes that contain the company's creative departments.

G-Star RAW Amsterdam Headquarters by OMA

Described by the architects as a "creative nucleus", this section comprises a number of staggered floor plates and double-height spaces.

G-Star RAW Amsterdam Headquarters by OMA

It also includes a flexible multi-purpose zone that the brand can use for large-scale production, fashion shows or parties.

G-Star RAW Amsterdam Headquarters by OMA

This 20-metre-high space is fronted by sliding glass doors - sourced from an aircraft hangar manufacturer - that allow it to be either fully contained or exposed to the outside.

G-Star RAW Amsterdam Headquarters by OMA

"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," said OMA in a statement.

G-Star RAW Amsterdam Headquarters by OMA

One glass box projects out from the facade to cantilever over the building's entrance, creating a series of showrooms. This is surrounded by visitor facilities that offer framed views into the creative areas beyond.

G-Star RAW Amsterdam Headquarters by OMA

The building is completed by a large G-Star RAW logo that stretches across the facade as if it were a billboard.

G-Star RAW Amsterdam Headquarters by OMA

Photography is courtesy of OMA.

Here's the project description from the architects:


G-Star RAW HQ

Situated next to the A10 in the industrial Zuidoost area of Amsterdam, the new HQ for G-Star RAW will consolidate G-Star RAW's disparate facilities into a single building that aims to stimulate interaction between various departments.

G-Star RAW Amsterdam Headquarters by OMA

The 27,500m2 horizontal building – 140 metres long – 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.

G-Star RAW Amsterdam Headquarters by OMA

The main entrance is situated at the level of the plinth and is underneath a cantilevered glass box that houses G-Star's showrooms. This end of the building, distinct from the inner workings of G-Star, is dedicated to visitors; however there is still exposure of these inner workings through controlled views and access.

G-Star RAW Amsterdam Headquarters by OMA

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.

G-Star RAW Amsterdam Headquarters by OMA

Project: headquarters for Dutch international fashion brand G-Star
Status: Completed
Clients: G-Star RAW C.V.
Location: Amsterdam, Netherlands
Site: industrial regeneration area in southeast Amsterdam next to A10 ring road
Program: offices and creative spaces (19,000m2) and parking (8,500m2)
Partners-in-charge: Rem Koolhaas, Reinier de Graaf, Ellen van Loon

G-Star RAW Amsterdam Headquarters by OMA

Team (construction + interior): Katrien van Dijk (project leader), Michel van de Kar (associate), Tjeerd van de Sandt, Saskia Simon, Mario Rodriguez, Marina Cogliani, Jung-Won Yoon
Team (interior): Saskia Simon (project leader), Marlies Boterman, Marina Cogliani, Karolina Czeczek, Green van Gogh, Sarah Moylan, Mafalda Rangel, Tjeerd van de Sandt

G-Star RAW Amsterdam Headquarters by OMA

Team (SD/CD/TD): Richard Hollington III (associate in charge), Tjeerd van de Sandt (project leader), Fred Awty, Philippe Braun, Kaveh Dabiri, Katrien van Dijk, Hans Hammink, Mariano Sagasta, Koen Stockbroekx
Team (competition): Richard Hollington III (associate in charge), Fred Awty, Philippe Braun, Rob Daurio, David Gianotten, Shabnam Hosseini, Andreas Kofler, Ippolito Pestellini Laparelli, Lawrence Siu

G-Star RAW Amsterdam Headquarters by OMA

Collaborators
Tender documents: ABT
Structure consultant: ABT
MEP consultant: ABT
Building physics: DGMR
Contractor: Pleijsierbouw