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G-Star Raw HeadQuaters

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    • Image courtesy of the Office for Metropolitan Architecture (OMA)
      photographer: Image courtesy of the Office for Metropolitan Architecture (OMA)
    • Image courtesy of the Office for Metropolitan Architecture (OMA)
      photographer: Image courtesy of the Office for Metropolitan Architecture (OMA)
    • Image courtesy of the Office for Metropolitan Architecture (OMA)
      photographer: Image courtesy of the Office for Metropolitan Architecture (OMA)
    • Image courtesy of the Office for Metropolitan Architecture (OMA)
      photographer: Image courtesy of the Office for Metropolitan Architecture (OMA)
    • Image courtesy of the Office for Metropolitan Architecture (OMA)
      photographer: Image courtesy of the Office for Metropolitan Architecture (OMA)
    • Image courtesy of the Office for Metropolitan Architecture (OMA)
      photographer: Image courtesy of the Office for Metropolitan Architecture (OMA)
    • Image courtesy of the Office for Metropolitan Architecture (OMA)
      photographer: Image courtesy of the Office for Metropolitan Architecture (OMA)
    • Image courtesy of the Office for Metropolitan Architecture (OMA)
      photographer: Image courtesy of the Office for Metropolitan Architecture (OMA)
    • Image courtesy of the Office for Metropolitan Architecture (OMA)
      photographer: Image courtesy of the Office for Metropolitan Architecture (OMA)
    • Image courtesy of the Office for Metropolitan Architecture (OMA)
      photographer: Image courtesy of the Office for Metropolitan Architecture (OMA)
    • Image courtesy of the Office for Metropolitan Architecture (OMA)
      photographer: Image courtesy of the Office for Metropolitan Architecture (OMA)
    • Image courtesy of the Office for Metropolitan Architecture (OMA)
      photographer: Image courtesy of the Office for Metropolitan Architecture (OMA)
    • Image courtesy of the Office for Metropolitan Architecture (OMA)
      photographer: Image courtesy of the Office for Metropolitan Architecture (OMA)
    • Image courtesy of the Office for Metropolitan Architecture (OMA)
      photographer: Image courtesy of the Office for Metropolitan Architecture (OMA)
    • Image courtesy of the Office for Metropolitan Architecture (OMA)
      photographer: Image courtesy of the Office for Metropolitan Architecture (OMA)
    • Image courtesy of the Office for Metropolitan Architecture (OMA)
      photographer: Image courtesy of the Office for Metropolitan Architecture (OMA)
    • Image courtesy of the Office for Metropolitan Architecture (OMA)
      photographer: Image courtesy of the Office for Metropolitan Architecture (OMA)
    • Image courtesy of the Office for Metropolitan Architecture (OMA)
      photographer: Image courtesy of the Office for Metropolitan Architecture (OMA)
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Construction begins today on the OMA-designed headquartersfor fashion brand G-Star RAW. The project, led by OMA partners Reinier de Graaf, Ellen van Loon and Rem Koolhaas, will consolidate G-Star RAW’s existing disparate facilities into a single 27,500m2 horizontal building.

G-Star RAW will put creativity at the centre of its new headquarters in Amsterdam. The building has been designed to make a distinction between the creative nucleus, containing the core departments of the brand, and the support activities. Contrasting materials are used to mark this difference; the creative core is visible through a glass façade, while the surrounding service ring is discrete, rendered in black concrete. The lower part of the ring forms a plinth for parking and drop-off access and a podium for an ongoing program of events.

Located in the industrial Zuidoost area of Amsterdam, the headquarters will also feature a multi-use area –the RAW-space – situated on the north side of the building. A shifting façade will move with the changing uses of the RAW-space; its sliding hangar-style doors willmaximizeflexibility for events, workshops and fashion shows. The variationsin the form will support a dynamic program, reflecting the spirit of G-Star RAW.

Reinier de Graaf commented: “I am pleased that OMA are working with a Dutch denim brand as internationally recognized as G-Star RAW. The new headquarters will be an exhibit of the shared aesthetics between OMA and G-Star RAW.”

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.
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