The fashion brand G-Star RAW will put creativity at the centre of its new headquarters in Amsterdam. The project, which features a concrete shell, a glass core and a hangar-like facade that slides open, is led by OMA partners Reinier de Graaf and Ellen van Loon, and it is 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.
The building have a number of staggered floor plates and double-height spaces. It also includes a flexible multi-purpose zone that the brand can use for large-scale production, fashion shows or parties.
About G-Star RAW.
From its conception in 1989, G-Star (headquartered in Amsterdam) has been known for its innovative style in the world of denim, consistent research work, eye for detail and elaborate treatment techniques. This results in authentic products that portray denim craftsmanship. Products with a distinctive design signature that add luxury to the raw character of denim.
Description of project by OMA
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.
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.
CREDITS.
Architects.- OMA.
Location .- Amsterdam-Zuidoost, The Netherlands.
Architect 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 director de proyecto), 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.
Tender Documents.- ABT. Structure Consultant Consultoría de Estructur: ABT. Mep Consultant.- ABT. Building Physics Construcción.- DGMR.
Contratista.- Pleijsier Bouw.
Client.- G-Star RAW C.V.
Area .- 19,000 sqm
Year.- 2014.