Adidas engaged Perkins+Will to provide three major improvements for their office relocation from Deira to Dubai Design District: a community that embodies Adidas’ values, giving new life to brand identity, and providing new amenities for employees. KPS was responsible for the fit-out requirements of the project.
The goal of this project was to design and construct a new office and showroom space to enhance productivity, improve communication, provide staff amenities and anticipate future head count through 2020. The brand effort required integration of the very recognisable Adidas brand into the corporate office environment, while also celebrating this location as the Middle East hub.
The design team sourced materials that represent the Adidas culture. Perkins+Will worked closely with Adidas’ internal marketing group to develop concepts to strengthen both the Adidas and Dubai brand in public and private spaces.
The design aim was to create a space that helped people perform better, play better, feel better, break records, set trends, make history. Every day. All over the world. Adidas’ new offices and showroom space needed to represent the office of the future, designed to enhance productivity, improve communication, focus on health and wellbeing of staff, and anticipate future head count through 2020. It also needed to embody ambition, performance, innovation, technology, sustainability and collaboration.
Adidas is more than a brand, they are an integral part of the community. Their involvement in events such as the Color Run, Redfest and the Dubai Marathon show us that sports transcend language, nationality and race. Through sports, we have the power to change lives. And this was the inspiration behind the building of Adi-Town, a community based concept for a design interior that was built around the needs of its citizens.
Starting in the gym first thing in the morning, Adi citizens have the latest equipment on hand to ensure that their health is their first priority. Fitness is a continued theme throughout, with a running track used for wayfinding, training ropes used as screening, and balance balls in each of the phonebooths. The cafeteria, too, offers subsidised, healthy food options that rotate each day but also give staff the ability of having a place to come together and work or meet in an environment that isn’t their desk. It also doubles as a large space to host company events.
All the spaces seamlessly incorporate audiovisual systems into the architecture and furniture.