Under Armour opens new Flagship in Amsterdam, a new experience store concept located in Koningsplein

Under Armour opens new Flagship in Amsterdam, a new experience store concept located in Koningsplein
  • Under Armour opens its new Flagship in Amsterdam. Located on the prominent corner of Heiligeweg 46/Singel 435, in the heart of the city center of Amsterdam. Is a new store concept of more than 200 sqm, based on design and new experiences, many of them digital.
  • Under Armour's headquarters has worked with its technological partner LEDDREAM Group for the supply, installation, and implementation of different audiovisual technologies for the launch of its Flagship in Amsterdam.


The new Flagship of more than 200 sqm is located on the prominent corner of Heiligeweg 46/Singel 435, in the city center of Amsterdam. This transaction is a relocation of Under Armour's former shop located at the Kalverstraat and is part of Europe's first phase of expansion. The American fashion and sporting goods multinational have launched a new store concept based on user experience and the use of new technologies, with a strong focus on digital connectivity. The brand-new building, spread over two floors of 100 sqm each, will offer the most complete of the brand, including the running, training, golf, and football collections. The opening of this new Flagship in Amsterdam marks a milestone for Under Armour, as it is in the same city as the European headquarters and the busiest shopping area in the Netherlands, thus offering users a superior shopping experience and a unique store.


An immersive, artistic, and very digital space

For the realization of this digitization project, the Under Armour headquarters has had the important collaboration of its technological partner LEDDREAM Group, for the creation, AV design, and installation of a digital artistic LED panel, and that will also function as a visual experience and digital creative in the store.

LED DREAM Group has taken charge of the installation from the conceptualization, design, and engineering phase, as supply and implementation of different audiovisual technologies for its launch. It should be noted that all installed LED displays are Phillips (where LED DREAM is Gold Partner). It is a special and innovative project in the city center of Amsterdam.

 The idea from the beginning of this installation was to design a creative installation integrated with the space and generate very attractive visual environments for the brand. For this, we designed a digital skyline composed of 50 LED panels of different sizes and shapes, distributed within the stairs and also integrated into the architecture of the space, covering the entire wall. For this impressive visual and digital area, we have chosen the LED displays of the Phillips brand of 2.4mm pitch.


Part of this digital experience is complemented by the installation of a digital showcase composed of a 1.75m wide x 1.75m high LED display, with the highest visual quality of Philips pitch of 2.4mm, whose main function is to support digital and informative new product launches, where the user’s shopping experience is enhanced and in turn dynamizes access to the store with interactive content and brand messages. In addition to these main elements, on the second floor of the building in the Footwear area, the re-styling has been complemented with the installation of a 75-inch Phillips monitor with a professional ultra-HD resolution, with an elegant design, that emit sharp and high-quality images from any angle.

This project has been a challenge in all its phases: creation, design, and installation. Each space is designed to take care of the smallest detail to inspire and offer a unique experience. From LEDDREAM, as specialists in LED and audiovisual technology solutions, we continue to provide new digital solutions to our customers and partners!

About the US: We are an audiovisual engineering company, we specialize in providing technological solutions based on LED screens, digital content creation, and dynamic digital lighting. We design, inspire, and collaborate in the creation of new digital and functional spaces, adapted to any type of architecture or space used. As a technology partner, we provide the most innovative solutions on the market, intending to bring spaces to life, and generate memorable interactive and digital experiences that attract shopping center visitors. We have a virtual showroom, where you can learn about all our technological solutions. Reserve your space at mkt@leddream.es

Please sign in

If you are a registered user on AVIXA Xchange, please sign in

Go to the profile of HDBaseT Alliance
9 months ago

great looking installation.  any chance you could share what equipment was used??