adidas Icon Siam — Interactive Screen & Stickers

The first direction for the ICONSIAM room: a hand-drawn cartoon sticker world of Bangkok icons — tuk-tuk, Superstar, gift box, flame and the HELLO adidas tag — animated across the tunnel walls and floor screen so visitors stand inside the pattern.

The tunnel façade live in the Originals store at ICONSIAM — the sticker-pattern loop, the ORIGINALS letter direction and the trefoil direction playing on the vertical screen.

Every icon started as a hand drawing — pencil roughs of the tuk-tuk, Superstar, gift box and flame, refined on iPad, then inked and coloured into the final 18 stickers and laid out on the 5×7" sheet.

The cartoon icons worked so well on screen that adidas turned them into product: a 18-piece 5×7" die-cut sticker sheet and enamel pins. The stickers launched with the room in 2025 and are still sold at every adidas Brand Center in Thailand through 2026.

A second direction for the same room: scattered ORIGINALS letters and trefoils in black-and-white, mirrored to infinity in the tunnel. Mocked up first on the room template, then played live on the walls and floor.

In 2026 the room was refreshed with a new set of directions — laces, stacked ADIDAS ORIGINALS type, clouds, woven stripes and a clean trefoil — led by the Green Field: a living grass surface where the ORIGINALS letters and trefoils grow out of the turf.

The refreshed loops playing in the Originals store: clouds, stacked ADIDAS ORIGINALS type, colour-shifting ORIGINALS letters, trefoil walls and the Green Field, mirrored to infinity inside the tunnel.

The sticker icons also became an acrylic keychain range, on sale in the same ICONSIAM store — Superstar badges, Bangkok icons and rope charms on the counter rack — beside the Made For You customisation wall.