Projects: Under Armour Brand House in NYC

July 22, 2014 by Dave Haynes

Under Armour SoHo

The sports apparel and gear brand Under Armour opened the doors the SoHo (NYC) Brand House in April, the company’s largest retail store to date and one that puts a big visual focus on digital.

The Brand House has nearly 10,000 square feet of interactive retail space that use technology to “tell the brand story through digital displays that act as points of information, as well as inspiration. The store boasts an impressive marquee video wall made up of over two million LED lights as well as an athlete wall of fame that will feature some of the brand’s most authentic and powerful ambassadors.”

I couldn’t find much about what the tech feature set actually is, but Duggal Visual Solutions, which let me know through a newsletter this project exists, was involved in the backlit HD print visuals.

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