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Trend Bump | October 18, 2017

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Under Armour Theatre in Shanghai

Under Armour Theatre  in Shanghai
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To convince a culture less than enthusiastic about the concept that everyone can be an athlete, the Maryland-based brand brought in HUSH Studio, who in turn hired architecture and design studio Marc Thorpe Design, to create an experimental retail space centered on the architecture of Under Armour—action, vigor and endurance.

Upon entering, the store’s dynamic architecture draws visitors down a long illuminated hall—designed to ready one’s retinas for the following room—to the theatre, where an exaggerated 270-degree panoramic film surrounds and engulfs the viewer.

Located in the new Jing An Kerry Center in central Shanghai, the space is the first of potentially many “retail theatre” concept stores for the brand

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