clock menu more-arrow no yes mobile

Filed under:

Brand Extensions

"We've never been this vulgar," says starchitect Rem Koolhaas of the OMA-designed Amsterdam headquarters for Dutch denim purveyor G-Star Raw. The so-called building-as-billboard was designed by Koolhaas' firm as a direct manifestation of G-Star's "unfiltered, unprocessed, crude, naked, and harsh" ethos, in what its global brand director describes as "two brands having unprotected sex." [The Guardian; previously]