Adidas Beijing.

A close collaboration with interior architects at Gensler and Adidas teams worldwide. I researched Adidas’ brand principles, spatial needs, and customer journeys, then turned those findings into one wayfinding system.

I developed the visual language, iconography, hierarchy, and placement logic so the space reads clearly and consistently. The system follows Adidas’ global brand standards while adapting to the cultural, linguistic, and spatial context of China, for local and international visitors alike.

A signage audit inside Adidas’ New York flagship found signage was a very secondary element of the space, and some signs were outdated and hard to see.

I worked from the list of destinations Adidas Beijing wanted breadcrumb paths to, and left out anything that changes each season, such as soccer or basketball sections.

Two backlit signage options. The goal was to keep existing signage styles but switch to a much more visible black, with backlit white to catch customers’ attention. This option outlines the floor numbers, at the client’s request.

The second option reverses system 1 and does not outline the floor numbers.