Following Under Armour’s renewed sponsorship of the Welsh Rugby Union, Amsterdam-based design firm Storeage was tasked with converting the skybox suite at Millennium Stadium (Cardiff, Wales) into a multi-functional lounge, showroom and brand showcase. The sleek environment includes a kitchen, bar, meeting table and selling space for shoes and apparel.
“The new lounge will go a long way in helping build awareness of Under Armour’s brand heritage,” says Jason Steere, partner and co-founder at Storeage. “The skybox offers visitors a ‘wow’ experience, be it for an event or showroom visit.”
A red bar has hang rails below the bar top for displaying products. A “Protect This House” wall houses custom attachments for tops and bottoms, as well as footwear. A nearby heritage case presents past, current and future jersey innovations.
Retailer: Under Armour WRU lounge at Millennium Stadium - Blair Tripodi, GM EMEA
Design: Storeage, Overtoom, Amsterdam - Jason Steere, partner and co-founder; Joao Carniero, designer
Project Supplier: Storeax, Amsterdam, Netherlands
General Contractor: Yaro Interieurbouw, Maarsen, Netherlands
Photographer: Dim Balsem, Amsterdam, Netherlands