living letters, turbocharged typography – adidas laces, signage system and interior design, herzogenaurach 2011

the name “laces” has a metaphorical value, capturing what the building says about the networked communications of a globally active corporation – a market leader in the development of sports goods and apparel. movement is the essence of sport – and movement also defines the design language: turbocharged typography runs through the new adidas design centre. it is also reflected in the typeface of the signage system: fast and light, it leaps and bounds across walls and balustrades, its form vibrating and altering in the process.

adidas laces
signage system and interior design
herzogenaurach 2011


invited international competition, 1st prize


project team:
carolin himmel (project management)
andreas uebele

interior design:
büro für gestaltung
project team:
mia kreil
diane ziegler


werner huthmacher
christian richters

principal typeface:
adihaus, own

eicher werkstätten


  • segd 2014 global design awards, merit award
  • german design award 2014, winner
  • german design award 2014, nominee
  • tdc tokyo, annual awards 2013, selected
  • if communication design award 2013, gold
  • deutscher designer club (ddc), gute gestaltung 13, silber
  • designpreis der bundesrepublik deutschland 2012, nominiert
  • ed-awards 2011, silber
  • red dot award: communication design 2012, red dot
  • tdc new york, tdc58 2012, certificate of typographic excellence
  • the ring, ic@ward international interior design 2011, gold