Shoe shopping just got a whole lot more interesting thanks to Under Armour. The Sportswear brand recently opened its flagship store in Shanghai, except calling it a ‘store’ is somewhat of an understatement – it’s more of a cinematic, theatrical experience than a store. Although you still need to get your card out at the end of it.
Step through the front doors and you’re guided down a 30-foot corridor of light that’s been specially designed to prepare your eyes and ears for the multi-sensory feast that follows. The Experience room (not sure if that’s its official title) contains a 270-degree panoramic screen that immerses you in the brand story – from running out at White Hart Lane on matchday to being enveloped by Michael Phelps’ gargantuan wingspan.
CEO Kevin Plank says of the store “We believe in the power of storytelling and our ability to tell provocative and relevant stories will serve as a catalyst for our international growth.”
See the making of movie here: