The new Adidas Laces R&D building at the corporation’s headquarters in Herzogenaurach, Germany, is Kada Wittfeld Architektur’s latest project. In addition to the innovative communicative architectural ‘laces’ theme with criss-crossing connecting walkways — a metaphor for the Adidas sports shoe as well as the networked communications of the corporation — the ‘turbocharged’ typographic signage system by Büro Uebele leaps across walls, doors, and handrailings throughout the center. Words identify places as well as becoming colored surfaces and sculptures.
From the press release:
The building forms a loop. Suspended walkways cross the atrium space, “lacing” the building’s structure together like the laces of a sports shoe. The walkways connect individual departments within the building complex, making for greater proximity and preventing the disruptive effect of people walking through offices. The signage system supports this concept, providing directions at hubs and intersections. The names of the meeting areas are displayed on the glass balustrades, creating a subtly mobile effect as visitors look across the atrium, helping them find their way. The corporate typeface, a variation on FF DIN, is dynamically varied here. The outlines of letters and arrows are shifted vertically and repeated rhythmically, creating a dynamic, sporty effect. The shimmering characters – for all the world as if frozen in time-lapse photography – are combined in varying patterns, offering the viewer a varied and distinctive echo on the “laces” theme.