BrandCulture were excited this week when researching ‘Immersive Moments’ to stumble across a true sensory-challenging space for a retail experience located in Shanghai. Digital designers HUSH and architects Marc Thorpe Design approached this project by integrating the physical space and digital content together to create an all-encompassing experience for Under Armour’s customers. The retail space contains a light tunnel entrance followed by an amplified brand experience and retail space suggestive of a shrine for the brand. Each zone utilises various senses including sight, hearing and touch to invite the customer to discover products by immersing themselves in the experience.
