Breaking with the old and creating the new. cip marketing completely rethought the set design of the adidas Sports Base Vienna - moving away from conventional retail aesthetics towards a warm, welcoming and open-minded space that conveys the human touch of sport. A place for hang-outs, work-outs and talks in equal measure.

The Challenge

Rethink an existing adidas space without defaulting to standard retail design conventions. The new set design had to feel genuinely different - warmer, more human and more inviting - while maintaining the premium aesthetic that the adidas brand demands. Functionality and flexibility were equally important: the space needed to adapt to different uses and configurations.

Our Approach

• Complete set design rethink for the adidas Sports Base Vienna
• Warm plywood aesthetic creating a natural, human contrast to conventional sports retail environments
• Mobile furniture concept enabling infinite room arrangements for different events and uses
• Disruptive non-orthogonal placement of the setup breaking conventional spatial rules
• Art direction ensuring every element contributed to a coherent, distinctive visual identity

The Results

• A distinctive, award-worthy set design that broke with conventional sports retail aesthetics
• A flexible, multi-use space genuinely serving hang-outs, work-outs and talks
• Strong visual identity reinforcing adidas' positioning at the intersection of sport and culture
• A benchmark for human-centered sports space design