Under Armour wanted to create and announce a strong presence in Chicago. The design concept for the Chicago location aimed to build a space that represents the powerful brand identity of Under Armour. With two existing retail spaces in Baltimore and New York, the Chicago store had to carry the same sense of Under Armour’s identity and brand values, as well as create a consistent experience. A+I’s design for all UA stores enables and solidifies brand recognition via their retail spaces. A+I designed various themes (from surface applications, to fixtures, to treatment of counter and display areas) which were adapted and tweaked according to the needs and constraints of each location The rotunda and corner volume are the main design features you would like to call attention to in this project. This architectural element already existed when UA moved to the space. Strengthening its presence was essential. The building’s façade doesn’t create a clear outline of the UA store. volume and rotunda was all the more important. The A+I design turned it a really strong and characteristic feature. The rotunda spans over two floors and houses connecting escalators and elevator. The building is located on Chicago’s historic Magnificent Mile so A+I had to desinwithin a variety of specific constraints and codes. The application of exterior signage was limited. A+I introduced a digital ceiling with an LED display, a graphic banner in the rotunda, as well as a LED banner in the rotunda – all visible from the outside through the windows of the corner volume What was the processes for material selection and specification? In keeping with the iconic Baltimore store front, we designed the Chicago location with a dark entrance (in this case the entire exterior of the rotunda). The client liked blackened steel. However, steel was challenging to accommodate in the project’s. budgetary and time constraints. Pure+Freeform offered a new technology which allowed for the color palette we needed to be printed on any surface. The pattern chosen for the Chicago store fit our needs for lead time and pricing. The product is durable and has a very long guarantee.