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People standing in a dark room with Michael Phelps of angled digital surfaces

Client Project

Taking Under Armour into New Territory

Client

Under Armour

Challenge

With a desire to expand its global footprint into Asia in the most impactful way, Under Armour approached us to create a retail concept in Shanghai that invited visitors to experience the biggest, boldest expression of the brand’s ethos–and barely sell a thing.

Opportunity

Explode into the Chinese market with an immersive brand destination that transcends cultural barriers and differences by being rooted in high impact, sensorial effects. Explore unorthodox uses of visual and sonic media, digital technology, and minimalist merchandising to focus on brand storytelling with a universal appeal.
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