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 will maximize flexibility for events, workshops and fashion shows. The variations in 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."

More about this project here.