Under Armour

Under Armour's new Brand House on Chicago's Magnificent Mile is an intensely immersive and high-tech experience. This blend of personalized, integrated technology is the hallmark of their 30,000 square foot flagship store. And possibly a guide for tomorrow's retail. The store was recently recognized as one of the best store designs of the year by design:retail magazine.

The soaring entry features a massive, chiseled bust wearing Under Armour's iconic compression shirt. Nested in the 60-foot-tall rotunda above is a flat panel display features social media posts from fans and shoppers, including selfies of shoppers. The slightly curved screens lining the entry required absolute precision for installation.

Soaring Entry
In the rotunda, Pepper used a drone to capture existing conditions before upgrading the mechanical connections, including custom-made circular ductwork. Installing the large screen so high in the air required equipment with its own athletic performance capabilities. The Pepper team piloted an articulating, and rotating, boom lift that had never been used on a construction site before, allowing one person to safely install the 30-foot diameter screen.

Rotunda
The store celebrates Under Armour's deep connections to Chicago- they are the official outfitter of Northwestern University Athletics and a partner of the Chicago Cubs. A huge living wall inspired by Wrigley Field ivy was made possible through a wall-mounted drip system and electromagnetic spectrum lights that mimic outdoor conditions and allow for photosynthesis. Meticulous timing adjustments and monitoring allowed the plants to acclimate and flourish.

Living Wall
An enormous, five-sided cube display reminiscent of an arena jumbotron is suspended 24 feet above the escalators, broadcasting 725 square feet of digital brand imagery. The structural support necessary to suspend the display created an unusual scenario - highly technical AV had to be installed in an unfinished space. This required a meticulous balance of sequence and dust mitigation. First, Pepper’s in-house structural engineer devised a support system for the marquee that could both leave room to work under it and room above for mechanicals, electrical and framing. Trades were then carefully coordinated so that as much drywall and work on the escalator and surrounding areas were complete prior to installation as possible, minimizing exposure to dust. An elaborate scaffold plan which spanned the escalator and surrounding areas ensured access to the mechanicals during installation and the surrounding ceilings after installation as finishes were completed. Once installed, a protective plastic encasement was built to protect it from dust and debris. This was augmented with around-the-clock air purification and dust mopping.

Five-sided Cube
Chicago's Brand House is the first to offer specialized shops for UA Hunt and UA Fish, featuring technical apparel and footwear for this audience.

Brand House
On the second level, shoppers can interact with Optojump technology to measure and compare how high they can jump.

Octojump
Shoppers can test drive the TRX kit before buying it.

TRX Kit
At the first ever wearables bar, several different mobile devices are compatible with UA Record, the company's downloadable health and fitness network.

Wearables Bar

Under Armour Brand House

Location: Chicago, Illinois

Owner: Under Armour

Architect: FRCH Design Worldwide

Photography: Magda Biernat Photography