project details
Client: adidas SEA Office
Location: Guoco Midtown, Beach Road, Singapore
Size: 1,991 m²
Project Completion: 2026
Scope: Design Consultancy
Industry: Retailing
Collective Members: Paperspace Asia
project summary
For the adidas SEA Office, the vision was to create a Homefield. A regional workplace that brings people together while expressing the energy, culture, and identity of Southeast Asia.
Consolidating the workplace onto one level created greater opportunities for interaction and collaboration across teams. Working within an existing tenant fit-out, the design balances adidas’ global identity with regional influences, creating a workplace that feels unmistakably adidas while giving its Southeast Asian community a stronger sense of place and belonging.
the challenge
The project required the existing tenant fit out to be adapted to adidas’ operational, spatial, and brand requirements while maximising the value of what was already in place.
Previously spread across multiple floors, the workplace was consolidated onto one level to improve connectivity. This required careful consideration of zoning, team adjacencies, acoustics, circulation, and access to natural light, while providing a balanced mix of settings for focused work, meetings, collaboration, and social interaction.
As adidas’ Southeast Asia headquarters, the workplace also needed to establish a regional identity within a global brand. The challenge was to represent the diversity of Southeast Asia in a way that felt authentic, cohesive, and distinctly adidas.
the solution
The existing layout was optimised through strategic zoning and adjacencies. Meeting rooms were positioned at the core to manage acoustics and shared functions, while workstations line the perimeter to maximise natural light and views of the surrounding cityscape. Open collaboration, focus, meeting, and social settings are distributed throughout the workplace to support different modes of work.
Southeast Asian culture forms the foundation of the design through two complementary expressions. Singapore is represented through meeting rooms named after local cities and neighbourhoods, supported by materials and details inspired by local elements. Across the wider workplace, references to the Philippines, Vietnam, Thailand, Indonesia, and other Southeast Asian cultures are expressed through city names, regional sports, craft, and playful cultural details.
At the heart of the workplace is The Market, a social hub inspired by Southeast Asian night markets. Street-food references and streetwear-inspired graphics create an energetic setting for dining, informal work, and everyday interaction, while the flexible space can adapt for town halls, events, and sports viewing.
the outcome
The adidas SEA Office brings people, place, and brand together within one connected Homefield.
Consolidating teams onto one level strengthens day-to-day interaction, while the mix of focused, collaborative, and social environments gives employees greater choice in how they work. Regional storytelling adds another layer to the experience, creating a workplace that reflects both adidas’ global identity and the cultures of Southeast Asia.
Together, these elements create a workplace shaped by sport and culture. Strengthening community, encouraging collaboration, and embodying adidas’ spirit of rebellious optimism and belief in possibility.
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