The new G-Star Raw headquarters in Amsterdam completely reflects the brands overall appeal. The clothes are military-inspired, and OMA architects took this same approach when designing the building.
The structure looks rough and ready, featuring an all-black facade made mostly out of concrete, with large glass windows on one side. Inside, the building features sections for the creative teams and production process, but also has a larger area for putting on parties and fashion shows.
From a distance, the G-Star Raw headquarters in Amsterdam looks like a military base, and is extremely intimidating. The use of concrete materials and the black facade certainly help contribute to this effect, as well as its massive block-like structure. The G-Star Raw logo is also placed on the front of the building, solidifying who owns this ominous structure.
All-Black Headquarters
The G-Star Raw Building in Amsterdam is Boldly Dark
Trend Themes
1. All-black Structures - Opportunity to embrace dark architectural style in new buildings.
2. Military-inspired Fashion - Opportunity to create a trend in fashion with military-inspired clothing.
3. Multi-functional Buildings - Opportunity to integrate production process with showrooms and event spaces in new building designs.
Industry Implications
1. Architecture - Disruptive innovation opportunity to create new architectural designs with non-traditional aesthetics.
2. Fashion - Disruptive innovation opportunity to explore military-inspired fashion and create a new trend.
3. Events - Disruptive innovation opportunity to integrate production facilities with showrooms and event spaces in new building projects.