Under Armour’s Store of the Future
Tokyo’s Shinjuku district is home to Under Armour’s brand new flagship (and to the world’s busiest railway station, serving more than two million passengers a day). To make sure UA would stand out in the crowd and break through the bright bustle, they needed a partner who could embrace new technology with ease and create captivating visuals and electric excitement for a powerful retail experience.
Using design and animation, we gave the brand its digital drop-mic moment: a dazzling façade and massive waterfall featuring branded and original content with a tactile feel inspired by UA’s patented performance fabrics. The bright ideas didn’t stop streetside: inside, we overhauled the store’s playback systems to optimize content displays for a seamless customer experience. Our new concept is now open, and redefining what it means to be “big in Japan.”