A metaphor of laces is the key element throughout the entire architecture of the adidas building, capturing the essence of sport: constant movement. A “moving” typography runs through the new adidas centre and is also reflected in the typeface of the signage system. Swift and light, the font leaps and bounds across walls and balustrades, its form vibrating and altering in the process. Words identify places, translating into coloured surfaces, reliefs and sculptures. In the meeting areas on the upper floors, the white lettering appears to have been frozen mid-movement, forming a mural relief. On the glass balustrades of the high walkways that criss-cross the interior of the building, the letters look as if they had been stamped from super-fine, transparent gauze.