Under Armour Baltimore
Under Armor is globally recognized sports and athletic apparel company. Headquartered in Baltimore, UA wanted a new prototype flagship store on the waterfront opposite their HQ, an elevated retail experience that could serve as a model for future UA locations. A+I created a retail experience focused on the ceremony and experience of shopping.
The front entryway is highlighted by an enormous, perforated metal shield that lifts every morning when the store opens. Once inside, a ring of footwear fixtures with integrated seating anchors the center of the space, making it accessible to all other apparel zones. In effect, the elevated seats in this area become ceremonial thrones for those individuals trying on shoes.
Further into the space, a branded wall and kiosk acts as the main information hub. The dressing lounge incorporates flattering lighting, wraparound mirrors, environmental graphics, and custom steel doors that together serve to elevate the experience of trying on UA apparel.
Project Team: Phil Ward, Chris Evans
Aaron Whitney, Will Rosebro
Photography: Magda Biernat