adidas mi Innovation Center (Shop, Showroom)

The technisation of our everyday live, which is often accompanied by apprehension, mostly loses its dread once it has arrived exactly there, integrating itself naturally as well as helpfully. Nowadays no one is startled by the voice of their navigation device; we construct parallel worlds on the Internet and are thankful if artificial organs fulfil their duties more reliably than our own, natural ones. In its new store in Paris, adidas presents itself as a stateof-the-art company, which uses innovative technologies and scientific research results to meet customers’ individual requirements and optimise customer service. Via the 70-sqm multi-sensory installation all high-end products and services of the sports goods manufacturer can be experienced and tested. The LED Catwalk features a new technology which scans the foot, transfers the data via infrared, and configures the appropriate shoe instantly on an online interface. The design of the in-store concept combines the complex aspects of media technology, functionality and ergonomics in a futuristic look. It fascinates and arouses curiosity. And it meets the customer’s individual requirements on product performance and the adidas experience.

MUTABOR Design GmbH | Heinrich Paravicini, Johannes Plass and team
Heinrich Paravicini, born in 1971, studied communication design at the Muthesius University of Arts in Kiel from 1991 to 1997. Johannes Plass, born in 1970, also studied communication design in Kiel, from 1992 to 1997. They turned the design magazine of the Muthesius University into the avantgarde magazine MUTABOR in 1994, which received an award from the New York Type Directors Club. After spending time abroad they founded their own agency named MUTABOR in 1998. Since 2001 Heinrich Paravicini and Johannes Plass regularly hold lectures and are jury members. MUTABOR has received more than 100 international design awards.

>> Read the interview with Heinrich Paravicini & Johannes Plass here!

client
adidas AG, Herzogenaurach

creative coordinators
Chris Aubrey, Jens May, Anne Nebendahl

design
MUTABOR Design GmbH, Hamburg
Andreas Schradin, Ksawery Oroczko

creative direction
Heinrich Paravicini

art direction
Axel Domke, Christian Tönsmann

architecture
Thomas Huth

media
NIYU media projects/Hocke & Hofmann, Berlin
Fraunhofer Heinrich-Hertz-Institut, Berlin