adidas APEX — Made to Measure

For adidas Athlete Services (APEX), based in the LACES building on the adidas campus in Herzogenaurach, Melville Brand Design created a feature wall measuring roughly 3.5 × 3.5 metres. APEX develops and customises equipment for the world’s elite athletes. The practice goes back to Adi Dassler himself and the made-to-measure studded boots he crafted for the 1954 World Cup.

The custom-built wall is a relief made up of some 10,000 facets, each one geometrically unique. The greyscale values of a portrait of Adi Dassler set the size of every opening and the depth of every facet. Seen up close, the surface reads as a topographic landscape. From further back, it comes together as a portrait.

Brands in Space, Brand Experience, Work

CREDITS

Collaboration with
Simon Vorhammer / Formfeld