In a relatively short time, G-Star Raw grew from a local, Dutch-based clothing company to a global fashion icon and powerhouse among those who love and wear military-style clothing, impeccably constructed, well designed and with a fine attention to details and cut. What does one do then when such a company needs a new headquarters, designed and built with the same aesthetic ? You hire OMA, or Office for Metropolitan Architecture, a company based in Rotterdam, and founded by none other than Rem Koolhaas himself. In other words, cool was introduced to uber-cool, and the results are impressive.
The firm had its work cut out for itself but ultimately succeeded in the creation of a building as fascinating as the products within it.