G-Star RAW Headquarters
OMA (project architect Reinier de Graaf) has designed a new ‘raw’ building for fashion brand G-Star RAW. The prominent location by the Amsterdam ring road has been used to the fullest extent, by which the building becomes part of G-Star’s branding. The brand’s creative core presents itself from behind a large glass window that can take on various forms.
The 460-feet-long building stands like a hangar on a stage. In the shell, which has a sturdy yet chic appearance with its dark concrete, are the functions that support the core of the building. This core consisting of several creative departments is divided into five glass volumes that can shift relative to each other. The right volume has been moved forward and lifted over the entrance, working as a three-dimensional bill board. The RAW-space, the negative space underneath the shell created by the shifts, can be closed with hangar-type sliding glass doors. As such the building can take on different forms for the passing public.