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HUSH, project design and development
Under Armour, client

“Under Armour’s desire to take the Chinese market by storm and position itself as China’s premium, training-focused fitness brand manifested itself into a powerful retail theater experience that aimed to transcend both language and cultural barriers. We created an experiential retail space like no other, combining architecture, light, sound and vision elements to engage young athletes. Destined for the Jing An Kerry Center, a luxury shopping center in Shanghai, we designed the biggest, boldest expression of Under Armour’s core values in ways that transcend cultural barriers. Under Armour’s Shanghai Experience set a new bar for experience-driven retail strategy, with a focus on brand storytelling and an unorthodox use of visual media, digital technology and merchandising.”

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