Anyone visiting the Adidas headquarters in Amsterdam-Zuidoost comes not only for business, but also for the experience. To welcome international guests and business partners in a warm and original way — while helping them get to know the area — our team at Dex created a complete communication concept: a compact, visually engaging food map filled with local dining tips. In collaboration with our own brand De Buik, we mapped out the neighborhood with flavor.
A Visit to Adidas Begins in the Bijlmer
Adidas hosts visitors from all over the world every day. Some stay for just a few hours, others for several days. So how do you make sure they discover the best of the Bijlmer? Where do you grab a good coffee, find the best sandwiches, or enjoy a stylish dinner?
The challenge: develop a creative and concrete way to inspire visitors and help them navigate the neighborhood in an accessible way.
From Concept to Creation
We designed a double-sided food map in the style of a city map; a pocket-sized guide that both informs and inspires. One side shows a map of the Bijlmer, with the Adidas office as the central point. Around it: the best local food spots, categorized and designed in De Buik’s signature style. The other side features short descriptions of each hotspot, including photography created and curated by our team. Beyond the concept, editorial work, photography, and design, we also handled the full production and delivery process.
A Warm Welcome with Local Flair
For Adidas, this map is more than just a handy guide. It’s a way to warmly welcome their visitors, connect the brand to the local community, and make a lasting impression. It shows that you’re engaged with the place where you work; and that true hospitality lies in the details.
A Collaboration That Leaves You Wanting More
With this project, we show what happens when an idea truly comes to life. From concept to production, every element contributes to a strong first impression and a welcoming experience. The collaboration with Adidas proves that communication doesn’t have to be purely functional — it can also surprise, connect, and inspire.
A project where flavor, brand, and place come together; and that, if you ask us, leaves you wanting more.
We are Dex. Creators of communication.
