Situated next to the A10 in the industrial Zuid-Oost area of Amsterdam, the new HQ for G-Star RAW consolidates 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.