London’s brilliant: Under Armour deploys connected fitting rooms at new Oxford Street store

Under Armour has unveiled a new Brand House on London’s Oxford Street.

The location, which opened on 20th July, is the latest in a series of Brand House openings following Westfield Stratford, Battersea Power Station, and Liverpool ONE.

The design of the Oxford Street store is inspired by the City of London and the London Underground. Existing structural elements in the space are cladded with hand crafted local tiles in black and white, with the brand logo applied to represent how Under Armour is strongly connected with London and its athletes.

"This renowned retail location represents our dedication to delivering an exceptional retail experience to our valued customers, and we are thrilled to join the esteemed brands already on Oxford Street,” says Kara Trent, Managing Director EMEA at Under Armour.

“We are a growth brand, and the Oxford Street Brand House marks an exciting milestone for Under Armour as we expand our presence in the UK and the wider EMEA region."

Local artist Jim Vision contributed to the latest Brand House with hand painted artwork.

According to a press release, the three piece shopfront “captures the technicality of the brand through the precise grid linework alongside hand painted Under Armour motifs”.

These motifs are layered with multimedia 3D elements and interwoven with team sports elements to enhance the design, creating, the company says, “a dynamic display of artistic expression and athletic inspiration”.

The store includes connected fitting rooms, which allow people to feel, try, and learn about products and their benefits using interactive touchscreens.