Brand House Shinjuku / UNDER ARMOUR
Submitted By Polina Zakh
In September 2019, Under Armour opened its first global flagship store, the ‘Brand House Shinjuku’ in Tokyo, Japan, selling limited-edition sou- venirs in addition to products and featuring a classroom for public workout and yoga workshops. Sila Sveta’s minimalistic, dynamic animation and atmospheric LED floor immediately draw attention to the shop and reflect the unique blend of technology and fashion that is central to Under Armour’s philosophy.
The multi-level complex showcases innovative digital artwork developed by Sila Sveta for its interior and exterior, including geometric patterns of the brand’s signature red, white, grey and black colors inspired by Under Armour’s new RUSH collection of responsive textiles and gear that enhance athletic performance.
Brand House Shinjuku
Fashion & Clothing