/THE EVER-EVOLVING RETAIL EXPERIENCE
/ UNDER ARMOUR BRAND HOUSE SHINJUKU
/ DOME Corporation
/ Design
/ 2019

Situated in Shinjuku, one of the world's leading shopping areas, we created a flagship store with the goal of proliferating the UA brand to people around the world -"a place to enter the Under Armor Global Experience". Since the brand experience is fluid, the core design concept is an ever changing "Installation Museum” that allows for creative brand expression with high innovation, unrestricted product promotion, and studio spaces that motivate people to visit the store for more than shopping - such as yoga classes and training events.
For the material choices of the interior design, we gave the store an industrial, minimalistic yet sophisticated atmosphere – matching the Under Armour aesthetic and highlighting the flexible nature of the space.