OMA has completed the new Amsterdam headquartersthe of the fashion brand G-Star RAW. The building with 140-metre-long is 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.

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.

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Rem Koolhaas wwas born in Rotterdam on 17 November 1944. He began his career as a journalist working for the Haagse Post and also as a set designer in the Netherlands and Hollywood. He studied architecture at the Architectural Association School in London, and after winning the Harkness scholarship he moved to the USA. There he spent some time at the IAUS (Institute for Architecture and Urban Studies) in New York, a centre directed by Peter Eisenman. He later moved to Cornell University where he studied with Oswald Mathias Ungers.

In these early years of collaboration between Rem Koolhaas, Elia Zenghelis, Madelon Vriesendorp and Zoe Zenghelis, the name of the group while they were developing their first ideas and conceptual projects was more experimental: Office for Metropolitan Architecture – The Laboratory of Dr. Caligari. A time that served to consolidate initial ideas that would later lead to the formal founding of OMA in 1975 with his three colleagues.

In 1978 he wrote Delirious New York: A Retroactive Manifesto for Manhattan, which has become a classic of contemporary architectural theory.

The most important works by Koolhaas and OMA, from its foundation until the mid-1990s, include the Netherlands Dance Theatre at The Hague, the Nexus Housing at Fukuoka in Japan, the Kunsthal in Rotterdam, the Grand Palais of Euralille and Lille, the Villa dall’Ava, the Très Grande Bibliothèque, the Jussieu library in Paris, the ZKM in Karlsruhe and the Seattle Public Library.

Together with Koolhaas’s reflections on contemporary society, these buildings appear in his second book, S,M,L,XL (1995), a volume of 1376 pages written as though it were a “novel about architecture”. Published in collaboration with the Canadian graphic designer, Bruce Mau, the book contains essays, manifestos, cartoons and travel diaries.

In 2005, with Mark Wigley and Ole Bouman, he was the founder of the prestigious Volume magazine, the result of a collaboration with Archis (Amsterdam), AMO and C-lab (Columbia University NY).

His built work includes the Qatar National Library and the Qatar Foundation Headquarters (2018), Fondation Galeries Lafayette in Paris (2018), Fondazione Prada in Milan (2015/2018), Garage Museum of Contemporary Art in Moscow (2015), the headquarters for China Central Television (CCTV) in Beijing (2012), Casa da Musica in Porto (2005), Seattle Central Library (2004), and the Netherlands Embassy in Berlin (2003). Current projects include the Taipei Performing Arts Centre, a new building for Axel Springer in Berlin, and the Factory in Manchester.

Koolhaas directed the 2014 Venice Architecture Biennale and is a professor at Harvard University, where he directs The Project on the City, a research programme on changes in urban conditions around the world. This program has conducted research on the delta of the Pearl River in China (entitled Great Leap Forward) and on consumer society (The Harvard Design School Guide to Shopping). Taschen Verlag has published the results. Now is preparing a major exhibition for the Guggenheim Museum to open in 2019 entitled Countryside: Future of the World.

Among the awards he has won in recent years, we mention here the prestigious Pritzker Architecture Prize (2000), the Praemium Imperiale (2003), the Royal Gold Medal (2004) and the Mies Van Der Rohe Prize (2005). In 2008, Time mentioned him among the 100 most influential people on the planet.

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Office for Metropolitan Architecture (OMA) is an international practice operating within the traditional boundaries of architecture and urbanism. AMO, a research and design studio, applies architectural thinking to domains beyond. 

OMA is led by eight partners – Rem Koolhaas, Reinier de Graaf, Ellen van Loon, Shohei Shigematsu, Iyad Alsaka, Chris van Duijn, Jason Long, and Managing Partner-Architect David Gianotten – and maintains offices in Rotterdam, New York, Hong Kong, Doha, and Australia. OMA-designed buildings currently under construction are the renovation of Kaufhaus des Westens (KaDeWe) in Berlin, The Factory in Manchester, Hangzhou Prism, the CMG Times Center in Shenzhen and the Simone Veil Bridge in Bordeaux.

OMA’s completed projects include Simone Veil Bridge in Bordeaux (2024), LANTERN in Detroit (2024), Mangalem 21 in Tirana (2023), Aviva Studios – Factory International in Manchester (2023), Apollolaan 171 in Amsterdam (2023), Buffalo AKG Art Museum in Buffalo (2023), Toranomon Hills Station Tower in Tokyo (2023), Taipei Performing Arts Centre (2022), Audrey Irmas Pavilion in Los Angeles (2020), Norra Tornen in Stockholm (2020), Axel Springer Campus in Berlin (2020), MEETT Toulouse Exhibition and Convention Centre (2020), Galleria in Gwanggyo (2020), WA Museum Boola Bardip (2020), nhow RAI Hotel in Amsterdam (2020), a new building for Brighton College (2020), and Potato Head Studios in Bali (2020). Earlier buildings include Fondazione Prada in Milan (2018), Garage Museum of Contemporary Art in Moscow (2015), De Rotterdam (2013), CCTV Headquarters in Beijing (2012), Casa da Música in Porto (2005), and the Seattle Central Library (2004).

AMO often works in parallel with OMA's clients to fertilize architecture with intelligence from this array of disciplines. This is the case with Prada: AMO's research into identity, in-store technology, and new possibilities of content-production in fashion helped generate OMA's architectural designs for new Prada epicenter stores in New York and Los Angeles. In 2004, AMO was commissioned by the European Union to study its visual communication, and designed a colored "barcode" flag, combining the flags of all member states, which was used during the Austrian presidency of the EU. 

AMO has worked with Universal Studios, Amsterdam's Schiphol airport, Heineken, Ikea, Condé Nast, Harvard University and the Hermitage. It has produced Countryside: The Future, a research exhibited at Solomon R. Guggenheim Museum in New York; exhibitions at the Venice Architecture Biennale, including Public Works (2012), Cronocaos (2010), and The Gulf (2006); and for Fondazione Prada, including When Attitudes Become Form (2012) and Serial and Portable Classics (2015). AMO, with Harvard University, was responsible for the research and curation of the 14th Venice Architecture Biennale and its publication Elements. Other notable projects are Roadmap 2050, a plan for a Europe-wide renewable energy grid; Project Japan, a 720-page book on the Metabolism architecture movement (Taschen, 2010); and the educational program of Strelka Institute in Moscow.

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Published on: March 31, 2014
Cite: "Completed headquarters for G-Star RAW by OMA" METALOCUS. Accessed
<http://www.metalocus.es/en/news/completed-headquarters-g-star-raw-oma> ISSN 1139-6415
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