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.
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📷: Courtesy of Under Armour
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