Environment & Experience Design
Jenya Andreev
Cinco Under ArmourBrand Moments
Under Armour's first-ever Sport House concept represents a landmark evolution in the brand's retail strategy - a 24,000 square-foot flagship space at their global headquarters that blends immersive storytelling with product presentation. The store's design brings to life the intersection of athletic environments and innovation spaces, creating a distinctive retail experience that puts athletes at the center.

I led the conceptualization and execution of signature brand moments throughout this flagship location. The design process required iterative development based on continuous feedback from stakeholders, including direct presentations to C-suite executives. Final design was quickly communicated to fabrication and installation partners, with detailed design intent documentation including drawings, material specification, production ready graphics and design optimized for installation.

Seen from a distance from the exterior, this Sport House is introduced with a striking overhead installation of varsity football helmets to create an impactful visual moment while reinforcing UA's athletic heritage. Upon entry, visitors are met with a unique heritage exhibit that chronicles the brand's journey and pursuit of innovation, educating customers while building emotional connection through the lens of three key product innovations. Finally, themed fitting rooms showcase diverse athlete journeys, transforming utilitarian spaces into immersive brand touchpoints as visitors step into a different story behind every door.

  • Concept Design
  • Content Strategy
  • Experience Design
  • 3D Design
  • Drawings & Documentation
  • Production Planning
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