The new flagship Brand House by the label has been launched in the iconic Battersea Power Station in London.
The opening follows record growth figures for EMEA announced last month – with the company’s quarterly revenue increasing 32 per cent (up 46 per cent currency neutral) across the region.
The new Brand House offers a seamless experience for Under Armour athletes and customers, including connected fitting rooms which give them the opportunity to feel, try, and learn about the products and their benefits by using the interactive screens installed. The touchscreens also allow customers to access immediate assistance from teammates in the store.
The design of the store embraces Battersea Power Station’s unique heritage through the bespoke fixture concept and special elements such as metal and glazed partitions between areas that have always existed in the power station. It will also feature unique and local art from London-based street artist Jim Vision, whose custom mural depicts athletes in motion through the use of intricate fractal patterns – capturing the energy and dynamism of sports in a visually stunning way.
The new Brand House includes an Under Armour Next Academy where athletes can receive next-level training, physiological assessments and performance guidance from the UA Athlete Performance Team. The Academy will feature tests across athletic intelligence; power & strength; and speed, agility & endurance – all within view of customers shopping within the retail space. It accounts for 150sq m of the store’s total 502sq m space.
