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The building at the adidas group’s HQ is more than just a store – it is actively used for branding purposes. The “moments” represent the project’s leitmotif. Moments in sport, which can be associated with adidas, are presented in the multi-storey car park, on the piazza and in the foyer in various media forms, and are used as part of the building recognition and orientation system. Legendary combinations from different fields of sports are painted on the floor of the car park, 15 illuminated containers with exhibits are incorporated into the piazza floor. The furniture is built of blue anodized aluminum. A horizon of plasma-screens is located above the cafe bar and tubes of transparent acrylic glass with integrated media hardware are suspended from the ceiling. Complete with TV screens, the tubes “beam” the audience into legendary sports moments.