New Under Armour Flagship Paris. Retail. Built to Move.

February 2026

Under Armour has unveiled its new flagship store in Paris, located at Citadium Caumartin, a landmark destination for streetwear and urban culture. The store is conceived as an active and flexible environment where fashion, performance, and urban culture coexist in harmony, offering visitors a retail experience that is felt, lived, and constantly in motion. To bring this vision to life, Under Armour partnered with LEDDREAM GROUP, who not only managed the LED screen integration but also developed the full content strategy and visual narrative, turning technology into a strategic storytelling tool. Every content piece was created from scratch to interact with the space, strengthen brand identity, and transform the visit into an immersive journey.

Solutions

LED Screens / 3D Content / Animation

Location

Paris, France

Partners

Channel4you

The flagship operates as a sensory and responsive space, where the experience is not only seen, but truly felt and perceived. The LED screen is organically integrated into the architecture, becoming part of the customer journey and the visual language of the store, creating storytelling in motion that accompanies every step of the visitor. LEDDREAM digitally reinterpreted the spatial structure, recreating the original architectural blocks in 3D to ensure a seamless transition between the physical and the digital. The blocks fragment and gradually dissolve, revealing messages, the logo, and animated typography that follows Under Armour’s distinctive movement language. This project demonstrates how digital storytelling and integrated technology can elevate the retail experience. The flagship combines strategy, emotion, and functionality, increasing engagement while strengthening brand identity. LEDDREAM GROUP transforms technology into a strategic narrative asset, showing how the integration of LED screens and digital content can become a true competitive differentiator in retail.

Retail Designed to Move: Technology and Narrative Serving the Experience

The audiovisual content combines typographic animation, motion graphics, and 3D modeling, specifically crafted to express the brand’s DNA. Each element engages, communicates, and guides the visitor, reinforcing the narrative and transforming the visit into a memorable experience. Architecture, technology, and branding work as an integrated system, placing the urban athlete and contemporary culture at the heart of the experience.

Experiential Store Design

The flagship transforms sports shopping into an urban and immersive experience, integrating contemporary design in harmony with street culture. Interactive journeys are guided by digital content developed by Channel4you, while audiovisual storytelling structures the visit and communicates the brand’s identity. Technology turns every visit into narrative and emotion, creating a space where each interaction strengthens the connection with the consumer.