Text description provided by the architects. What is the architecture of Under Armour? This is the question posed to Marc Thorpe Design. Our answer, it is an architecture of action, vigor and endurance. It is the translation of muscular definition into built form. A highly tuned, striking geometry giving a presence of visual weight, intensity and unique style, it is like no other. This architecture excites you, asking you to discover more, pulling you deeper into its spaces. It is a foundation of stability and strength, to encourage your mind, body and soul to “Protect this House.”
Creative Director, Marc Thorpe and Studio Director, Greg Chiaramonte of Marc Thorpe Design in partnership with digital media partner HUSH Studios, collaborated on a one of a kind experience retail space for sports-wear brand Under Armour for the launch of their arrival in Shanghai China.
Located in the new Jing An Kerry Center in central Shanghai, the space is divided into 3 zones of activity. Entry Light Tunnel, the Experience Room and Retail. Upon entry to the space you are guided down a 30-foot long tunnel of light, designed to alter you retina in preparation for the Experience room. As you enter the massive Experience space a 1-1 ratio, 360-degree panorama film begins designed by HUSH Studios, surrounding the viewer, designed to tell the story of the Under Armour brand featuring the latest products and technology active in the sports world today.
As the film ends, you are invited to discover UA itself by moving into the retail space. The retail space hosts 4 individual product brand stories, designed as a temple of worship, the viewer engages each shrine to explore the Under Armour brand.