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.
28 Sep 2023Winner of 2 Golds at the Sydney Design Awards 2023!