Showroom

Under Armour

A 10,000-square-foot immersive showroom bringing Under Armour’s product, storytelling, activations, and real-world retail experience to life across 10 distinct environments.

10,000+sf - 1 year timeline

Client

Under Armour

Corporate HQ Showroom

Discipline

Showroom

Concept Design, Build, Installation, Styling, VM

Footprint

10,000 sq ft

Baltimore, MD

Build window

1 year

Concept to Opening

01 / The Brief

The Brief

We were tasked with transforming a 10,000-square-foot showroom into an immersive Under Armour brand experience, bringing product innovation, technical storytelling, and real-world retail execution together under one roof.

The space was divided into 10 distinct rooms, each designed as its own activation and storytelling environment while remaining connected to one cohesive brand experience. At the center of the project was a fully shoppable showroom designed to mimic real-world commercial retail doors, allowing the team to experience product, merchandising, styling, signage, and storytelling exactly as a customer would in the marketplace.

Throughout the showroom, we developed individual environments that highlighted key product categories, technical innovations, and brand stories through a combination of custom fixtures, visual merchandising, graphics, activations, and immersive displays.

With only a couple of months from concept through development—and just two weeks to execute the entire 10,000-square-foot installation—the project required an incredibly coordinated design-build process. The result was a flexible, high-impact showroom that gave Under Armour a dynamic platform to showcase product, test new ideas, engage teams and partners, and bring the future of the brand to life in a real-world retail environment.

02 / Services

Our Responsibility

A full 360-degree approach encompassing creative direction, concept design, design development, engineering, fabrication, project management, and installation—from initial vision through final execution.

Concept Development 11

01

Animation

We create animation that brings concepts, spaces, and brand stories to life in motion.

02

Commercial Office

We design commercial offices that balance brand expression with how the space actually needs to function.

03

Digital Rendering

We produce photoreal digital renderings so you can see and sign off on a space before anything is built.

04

Experiential Activation

We create immersive, on-brand activations that bring people into the story and make it memorable.

05

Graphic Illustration

We develop graphics, illustration, and visual systems that give the environment a consistent, ownable look.

06

Live Event

We design live events and environments that put the brand at the center of a shared, in-person moment.

07

New Store

We design new retail stores from layout to finishes, creating environments that sell and reflect the brand.

08

Remodel

We remodel existing spaces to refresh the experience, improve function, and bring the environment back on brand.

09

Showroom

We design and outfit showrooms that present product and brand in their best light for buyers, press, and partners.

10

Special Projects

We take on one-off, high-concept builds and brand moments that fall outside the usual scope and need a custom approach.

11

VR Experience

We build virtual reality experiences that let people explore a concept or space interactively, anywhere.

Production 9

01

2D Print

We manage 2D print production for graphics, signage, and large-format pieces with tight color and quality control.

02

3D Print

We 3D print prototypes, props, and production parts that would be difficult or costly to make any other way.

03

Analog Fabrication

We fabricate by hand and by machine — carpentry, finishing, and craft that turn drawings into real objects.

04

Digital Fabrication

We use CNC, laser cutting, and other digital tools to fabricate precise, repeatable components at any scale.

05

Engineering

We engineer displays, fixtures, and structures so they are sound, buildable, and ready for real-world use.

06

Installation

We handle installation end to end, turning drawings and fabricated pieces into finished environments.

07

Project Management

We manage budgets, timelines, vendors, and logistics to keep complex projects moving and on schedule.

08

Quality Control

We inspect and quality-check every element before it ships or installs so the finished result meets standard.

09

Shop Drawings

We produce detailed shop drawings so every piece can be fabricated, permitted, and built accurately.

Visual Merchandising 10

01

Assortment

We help curate product assortments that align with the brand, the space, the customer, and the merchandising strategy.

02

Copywriting

We write clear, brand-aligned copy for displays, signage, product messaging, and customer-facing moments.

03

Fixture Systems

We design and specify fixture systems that flex with the assortment while keeping the presentation consistent.

04

Floor Plan

We develop floor plans that organize space, fixtures, and flow for a more effective customer experience.

05

Installation

We manage and execute in-store installations with attention to detail, timing, materials, and the finished experience.

06

Planogram

We build planograms that place merchandise with purpose, using hierarchy and behavior to guide attention and support sales.

07

Prop Sourcing

We source materials, props, fixtures, and display elements that support the concept, setting, and brand story.

08

Store Maintenance

We support ongoing store presentation by refreshing displays, adjusting layouts, and keeping standards in place.

09

Styling

We style spaces, displays, and product moments to create a clear visual story that feels intentional, branded, and memorable.

10

Training

We train teams to understand, maintain, and execute visual standards so the brand experience stays consistent over time.

04 / Impact

10 Rooms. One Immersive Under Armour Experience

Building the Future of Under Armour

Square feet

10 curated lifestyle showrooms

Days to build

From concept to completion

buyers

1 very happy CEO

" “WAYLA took an ambitious vision and transformed it into a 10,000-square-foot experience that brought the Under Armour brand to life across 10 distinct environments. From immersive activations to a fully shoppable retail showroom, every space was thoughtfully designed, merchandised, and executed. With only a few months to develop the project and two weeks to install it, their ability to move quickly without sacrificing creativity or detail was exceptional. The result gave our teams and partners a powerful new way to experience our product, storytelling, and vision for retail.” "