What is the architecture of Under Armour? This was the question posed to New York-based design firm Marc Thorpe Design. Their answer: It is an architecture of action, vigour and endurance. It is the translation of muscular definition into built form.

Creative Director, Marc Thorpe and Studio Director, Greg Chiaramonte of Marc Thorpe Design in partnership with digital media partner HUSH Studios, have collaborated on a one-of-a-kind experience retail space for sportswear brand Under Armour for their launch in Shanghai, China.

Located in the new Jing An Kerry Center in the central part of the city, the space is divided into three zones of activity. Entry Light Tunnel, the Experience Room and Retail. Upon entry into the space you are guided down a 30-foot long tunnel of light, designed to alter you retina in preparation for the Experience room. As you enter the massive Experience space, a 1:1 ratio, 360-degree panorama film designed by HUSH Studios begins. It surrounds the viewer, and tells the story of the Under Armour brand as it features the latest products and technology active in the sports world today.

As the film ends, you are invited to discover Under Armour itself as you move into the retail space. This space hosts four individual product brand stories, designed as ‘temples of worship’ in which the viewer engages each ‘shrine’ to explore the Under Armour brand.

Marc Thorpe Design
marcthorpedesign.com