Project 95 was a team building & retail educating exercise within the Under Armour Brand team. We were setup in teams of 5, given specific categories, and each given a city along the I-95 corridor to visit for retail checks & exploration. My team was given the Womens category and we went to DC for inspiration.
After our visit we noticed one major thing... the fitting room experience wasn't up to par any where we went! We started thinking; if Uunder Armour created a retail experience specific to women, wouldn't we want to give them an inviting, modern and unique experience?
Knowing the retail world is evolving beyond just a space to sell sku's, we wanted to design a true experience for her. Our concept was based on the current UA Brand House stores but pushed even further. From material choices that reflect who she is while staying true to UA, an interactive fitting room experience, social media hub & upstairs movement studio + juice bar, we designed her a truly unique brand experience.
