A sensory retail brand experience in China

Uncategorized

Experiential is all about stimulating the senses – and this immersive retail experience from Under Armour is a great example of how stimulating the senses is a great way of connecting consumers with your brand.

Under_armour_experiential_marketing_brand_experience_1

Shoppers in Shanghai were transported into the vivid world of sports training in this explosive and all-encompassing experience. The brand designed a sensory-challenging space to tap the most visceral of human senses and connect the Chinese with the Under Armour brand. 
Under_armour_experiential_marketing_brand_experience_2

To achieve this, the brand combined striking architecture and visual effects, surround sound, a panoramic film and an impressive celebrity ambassador – Olympic gold medallist Michael Phelps.Under_armour_experiential_marketing_brand_experience_3

The shoppers were taken on an immersive and intense brand experience – including entering ‘a sensory decompression chamber’ and watching a 6 minute film of intensive sports training on a 270 degree panoramic screen to then finally emerge in a custom-designed retail space that acted as a minimalist shrine to several core Under Armour products.Under_armour_experiential_marketing_brand_experience_4


Author bio

Joss Davidge

GLOBAL BUSINESS DIRECTOR

With nearly 30 years of marketing experience, both client and agency side, I’ve acquired a rare perspective on brands and business: I believe you have to challenge things creatively if you want to grow sales. Consumer technology is reshaping our world, and it’s only the great brands that stay on the crest.