Store Remodel

Under Armour

A flexible retail laboratory reimagining how Under Armour brings product innovation, technical storytelling, and next-generation brand experiences to life.

10,000+sf - 1 year timeline

Client

Under Armour

East Harbor Lab

Discipline

Store Remodel

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 by the founder and president of Under Armour to help reimagine the brand’s flagship laboratory space in Baltimore’s Harbor East. Designed as an experimental showroom, the space serves as a testing ground for new ideas and helps shape the future of how Under Armour shows up at retail.

Over the course of a year, we worked closely with executive leadership to rethink the experience across both flagship and commercial doors. We explored multiple iterations of brand storytelling, with a primary focus on product innovation, technical performance, and creating a clearer, more compelling way to communicate what makes each product unique.

Once the strategy and messaging were established, we translated that thinking into the physical environment—experimenting with multiple floor plans, activations, fixture concepts, visual merchandising, and styling standards.

The result was an entirely new retail environment designed to be as nimble as the ever-changing fashion and performance industries. Flexible, adaptable, and highly visual, the space allows Under Armour to execute quick product drops, continuously evolve its storytelling, and put product innovation at the center of the experience.

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

1 year & 4 test concepts

Building the Future of Under Armour

Square feet

Complete Store Remodel

Days to build

From concept to completion

visitors

1 very happy CEO

" “WAYLA worked alongside our leadership team to challenge how we think about retail, product storytelling, and the future of the Under Armour experience. They brought a unique combination of strategy, creativity, and hands-on execution, transforming our flagship lab into a flexible environment where we can test ideas, launch products, and continually evolve. More than just designing a space, they helped us build a platform for what comes next.” "