Adi Dassler Brand Center



Herzogenaurach, Germany (2004)
site area: 1.64ha
GFA: 13,000m2
type: specialist brand + retail exhibition centre


This project design for the adi dassler brand centre, which was awarded joint first prize in a two-stage competition, is one of several new buildings being developed as part of the adidas new corporate headquarters campus master plan in bavaria, germany.
As a brand centre it effectively operates as a commercial exhibition centre in which adidas annually presents its new ranges of sports and casual wear in a setting that allows buyers to envisage its in-store look.
The different components of the brand, ranging from athletic and sports clothing to their heritage and casual wear, are each allocated different sections.
The building is organised around a central arcade space which gives direct access to the main exhibition spaces, as well as the designated working areas, concept spaces, central function and service links. its planning allows for great flexibility, either for the main areas to be rapidly amalgamated or reconfigured, reoriented or subdivided in association with the systems of operable walls, doors and partitions. the building’s facade is derived from a single shallow pyramidal dark grey metal panel, which through variable framing of its alignment, creates a shifting and fluid pattern along and across all elevations of the building.