OMA

G-Star RAW Headquarters . AMSTERDAM

OMA

Situated next to the A10 in the industrial Zuid-Oost 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.

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 façade. The lower part of the ring forms a plinth for parking and drop off; the plinth also provides a location for installations and events.
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.
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 façade 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.

Partners-in-charge:
Rem Koolhaas, Reinier de Graaf, Ellen van Loon

Current team (construction + interiors):
Katrien van Dijk (project leader), Tjeerd van de Sandt, Saskia Simon, Marina Cogliani, Jung-Won Yoon
Team (interiors concept):
Saskia Simon (project leader), Marlies Boterman, Marina Cogliani, Karolina Czeczek, Green van Gogh, Sarah Moylan, Mafalda Rangel, Tjeerd van de Sandt
Team (SD/DD/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