Under Armour houses a panoramic film experience inside a retail outlet to connect with savvy Chinese shoppers.

Sports clothing retailers are experimenting to capture the imagination of consumers in-store. Many of these initiatives are multi-sensory experiences and installations built around a product or brand to create an emotional bond with consumers. You may recall Sephora's Sensorium or Nike's Hyperfeel as examples. Under Armour underwent a similar feat for the launch and digitalization of their retail outlet in Shanghai.

Most recently, HUSH developed a unique experimental retail space for the sportswear brand Under Armour, to mark its arrival in Shanghai. It focuses on the spirit of sport and exercise, with shoppers first led to view a short film before being guided to the retail area.

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