After the successful openings at Liverpool ONE, Battersea Power Station, and Stratford Westfield, we’re proud to continue supporting Under Armour in their UK store expansion, this time at the iconic Oxford Circus. This opening marks a significant milestone in the brand’s European expansion plan and digital transformation in the British market. It highlights its commitment to delivering unparalleled experiences and innovative products for athletes.

The design of the Oxford Street store was inspired by the City of London and the London Underground, establishing a strong connection with the city and its athletes. This expansion addresses the growing consumer demand in EMEA and forms part of Under Armour’s strategy to broaden its multichannel offerings, which now include over 200 stores and an enhanced e-commerce experience. This opening is a testament to Under Armour’s ongoing evolution and commitment to innovation in the shopping experience.

Flagship Brand House on Oxford Street, Londres

LEDDREAM Group played a crucial role in this expansion, handling the engineering, supply, installation, and launch of Under Armour’s innovative retail concept in London. We are delighted to have contributed to the success of their stores in Amsterdam, Spain, and now London.

Flagship in Amsterdam: A new concept of experience stores at Koningsplein

The initial idea for this installation was to design a creative setup integrated with the space, generating visually compelling brand environments. To achieve this, we created a digital skyline composed of 50 LED panels of various sizes and shapes, distributed across the interior of the stairs and seamlessly integrated into the space’s architecture, covering an entire wall. (Discover here).

Under Armour Expands Its Presence in the UK

Under Armour Liverpool ONE

Under Armour, Stratford Westfield

Under Armour, Battersea Power Station

The Under Armour store at Battersea Power Station is the brand’s first proprietary Brand House in London. This space features a performance center where athletes can receive high-level training, physiological assessments, and guidance from UA's performance team. For Under Armour, every new store is an opportunity to push athletes further, showing them what it takes to be the best, and these stores fulfill our promise to offer experiences and products that make athletes better. (Discover here)

Under Armour Brand House, Spain

This new space represents a significant step in consolidating the brand, with a strategic location in one of Spain's most visited shopping centers, attracting over 16.8 million visitors annually. The retail and global brands specialist distributor, Grup Galceran, has promoted the launch of Under Armour’s first flagship store. It features a 450 m² area showcasing the brand’s cutting-edge designs, clothing, footwear, and accessories for men and women focused on training, running, and basketball. Additionally, visitors and sports enthusiasts can enjoy personalized service and exclusive brand promotions. (Discover here)

Let the images speak for themselves!