
The adidas' consumer center on their Herzogenaurach campus is the brand's most representative building. It had not changed in 15 years while the brand had moved on. A new strategy demanded a space that felt unmistakably adidas: for customers, athletes, and employees alike.
Melville was commissioned as the art agency. The work: a comprehensive wayfinding system, brand identity translated into spatial design, and original art installations — each element purpose-built to hold a complex building together as a single, coherent brand experience.
A building that feels like adidas. Impossible is Nothing.
Brands in Space, Signage Systems, Brand Experience, Selected Cases, Work
CREDITS
Concept, Design, Project Management:
Melville Brand Design
Technical management:
Turner & Townsend, Munich
Artists:
Anna Rupprecht
Fillin Guas
Gabe
Light Installation:
Matthias Singer, 507 nanometer
Digital Wood Installation:
Simon Vorhammer
Carpentry:
Josef Obermaier GmbH
Signage:
Leuchtkraft GmbH
Art application:
Graphism
Sneaker Panel construction:
Dreher Messebau GmbH








The Sneaker Mapping Wall



Excite Lounge



Digital Wood



Engage Area






The adidas' consumer center on their Herzogenaurach campus is the brand's most representative building. It had not changed in 15 years while the brand had moved on. A new strategy demanded a space that felt unmistakably adidas: for customers, athletes, and employees alike.
Melville was commissioned as the art agency. The work: a comprehensive wayfinding system, brand identity translated into spatial design, and original art installations — each element purpose-built to hold a complex building together as a single, coherent brand experience.
A building that feels like adidas. Impossible is Nothing.
Brands in Space, Signage Systems, Brand Experience, Selected Cases, Work
CREDITS
Concept, Design, Project Management:
Melville Brand Design
Technical management:
Turner & Townsend, Munich
Artists:
Anna Rupprecht
Fillin Guas
Gabe
Light Installation:
Matthias Singer, 507 nanometer
Digital Wood Installation:
Simon Vorhammer
Carpentry:
Josef Obermaier GmbH
Signage:
Leuchtkraft GmbH
Art application:
Graphism
Sneaker Panel construction:
Dreher Messebau GmbH








The Sneaker Mapping Wall



Excite Lounge



Digital Wood



Engage Area





