adidas staY
Art Director, Sid Lee

adidas staY was an exploration on behalf of adidas Originals as the ultimate immersive brand experience. Reimagining hospitality as the ultimate creative and cultural hub, it invites guests and locals to explore and express their interests in a seamless manner, while positioning retail as a service that makes your day, or your stay, better.

The branding exercises, starting with the name staY, were an explosion of creativity and joy, renaming functions and services as playful calls to action: a gym called staY active, a door hanger saying staY out, and a condom called staY up.

This project was developed in two phases.

The first 2007 version of the concept proposed the High Line in New York as the location for adidas’s first hotel. Its concept evolved into the redesign of the adidas Originals stores worldwide under the concept of the atelier.

The second proposal imagined a takeover of the Truman Brewery in London for a 2012 hotel launch to coincide with the Olympics.

BEFORE THE HIGHLINE THERE WAS A DREAM OF THREE ADIDAS LINES HOTEL

The first iteration of the concept was a 2007 proposal of a hotel on the New York Highline (ultimately that site became the Standard Hotel) .