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KAIJIE CHEN © 2013-2019

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Client

Under Armour

Concept 

Myrna Gutierrez

Designs & Production

Kaijie Chen, Myrna Gutierrez, Farzeneh Ghiassi, Boqian Wang, Yuxin Chen

Sports has many of the effects on spectators as that of religious followers.

 

How people become fans of a team through who their friends and family follow. Similarly, most people acquire religious preferences. Religion and sports are big business: ticket sales, corporate sponsorships, or tithes, pledge drives, etc. Both religious and athletes are revered by their followers or fans. Making them trustworthy and authoritative in their fields. Many people are strongly devoted to sports or to religion.

 

Under Armour plans to open its first brand house in Philadelphia. We are assigned to be in charge of new visual merchandising and product development.

VISUAL MERCHANDISING

Fitting Room Refurbishment

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The photo above was taken in Harbor East Brand House. Instead of using outdoor city view as wall pattern, to provide a more confortable and inspiring environment, we refurbish fitting room as a workout space, like boxing club, ballet room...

1. Wall Covering

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Light is a crucial element in religion. Using light and shadow to create one of a kind "YES, NO, MAYBE" shelf is to give customers a surprise, also provides a implicit however effective way to collect merchandising information about customers's preference.

2. "YES, NO, MAYBE" Shelf

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PRODUCT DISPLAY

Auto hanger is aimed to simlify the process of organizing clothes, also encourage customer to use hanger without efforts. We designed two different hangers and both of them are in the shape of under armour logo to enhance brand image.

AUTO HANGER

The photo above is taken in Soho Brand House. We redesigned the showcase and signage.

1. MODERN STAINED GLASS SHOWCASE

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Inspired by stained glass, we designed showcase in modern way with light.

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Customizable signage is aimed to enhance aesthetic look, also promote new seasonal patterns.

2. CUSTOMIZABLE SIGNAGE

PRODUCT

DEVELOPMENT

Apparel:

Religion Architecture

x

Mesh

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