UNDER ARMOUR 'BRAND HOUSE CITY CONCEPT' PROTOTYPE, SHANGHAI CHINA

SHANGHAI / CHINA Under Armour is one of the world’s largest sportswear brands. Established in 1996 in Baltimore USA, they’ve quickly expanded their retail footprint to over 1,400 stores around the world. Working with the original 'Brand House City Concept' (BHCC), we worked with Under Armour to develop the concept further so it better expressed the brand, and optimised operational efficiencies. This prototype was designed to experience the proposed changes to the store design. The project highlights how brand identity, merchandising, and display planning come together on the retail floor.