Specialty Apparel

On Our Radar: Under Armour, Dubai

The new store debuted May 2021

Published

2 years ago

November 15, 2021

VMSD Staff

FOR THIS UNDER ARMOUR flagship that opened May 2021 in Dubai Mall Village, the Baltimore-based brand’s U.S. and EU Global store design and brand teams (as well as its partner in the region, Athlocity) collaborated with Green Room (Birmingham, U.K.) on the design. The new store’s look and feel in part strove to reference the luxurious and premium aesthetic of Dubai Mall Village, sometimes referred to as “the greatest mall in the world.”

The idea of community as well as athletes and their needs helped inspire the design narrative. Taking the expertise of nutritionists, coaches and athletes alike, the space creates an immersive experience where customers can discover which products will fit their athletic and apparel needs. Signage was incorporated to allow shoppers to learn more about products; it’s softly illuminated to match the fluorescent blue glow of the overhead lighting.

The flagship will also be essential for showcasing local and international brand ambassadors for Under Armour. In 2020, Dwayne “The Rock” Johnson’s partnered with Under Armour for a collection called “The Work,” which was hosted in store. Other event “takeovers” will also take place there. The brand’s MapMyRun app will also play a key role and be integrated into the experience, helping to unify the retailer’s consumers’ lives and experiences on- and offline.

PHOTO GALLERY (10 IMAGES)
📷: Courtesy of Under Armour

Related Topics:featured store openings Under Armour

click to Comment(Comment)

Up Next

Filson Brings a Barn to Manhattan for Newest Flagship

Don't Miss

Tommy Hilfiger Flagship to Add 40-Seat Cinema

VMSD Staff

Drawing on more than 125 years of history serving the retail design market, VMSD magazine provides retail professionals with the most up-to-date, innovative retail design ideas and industry news through its industry-leading magazine, website, social media channels and bulletins.

Embracing Whole-Brained Thinking in the Design Journey

Strategy needs creative, and creative needs strategy—yep, having both is really the only way of unifying all disciplines with a common vernacular with an eye toward building a strong creative vision that is foundational to the processes. Hear from Bevan Bloemendaal, former VP, Global Environments & Creative Services at Timberland, how to connect the dots between disciplines, claiming and creating a clear differentiation for the brand and ensuring that any asset (experience, product, ad, store, office, home, video, game) is created with intention.