Under Armour
HOVR Launch
Hatch Exhibits took the inspiration of Under Armour's HOVR Running Shoe and created an experience that left shoppers considering their relationship with the ground - and how it could be changed with a new pair of athletic shoes.
Industry
Apparel & Accessories
Services
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Custom Fabrication
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Graphic Production & Print Services
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Creative Services
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Program Management
The Challenge
01
Under Armour asked for unique ADA-compliant “Gazebo” structure to be fabricated for the main entrance of their Chicago Brand House. It would feature a branded and illuminated infinity mirror on the floor and a striking ceiling installation above. Color matching between materials to remain within brand guidelines was a must. The structure had to be elegant as well as sturdy to endure repeated customer engagement.
In addition, multiple wall displays as well as a window exhibit featuring the HOVR brand and new product line were to be fabricated. Among one of these displays lay a unique opportunity: an orb which needed to recreate the feel of the materials that make these shoes different—without using the actual material.
A simultaneous overnight install of all elements was a non-negotiable requirement for this project.
The Solution
02
Hatch created a custom "chandelier" for the gazebo’s ceiling, fabricated with individually cut aluminum rods which were then coated in color-matched red latex paint. It hung over a HOVR-branded infinity mirror, which Hatch fabricated and wired so it could be lit from within.
A second window display featured neon lights, custom signage and shoes that appeared to be floating mid-air. To avoid complications with guests, Hatch executed a smooth overnight install of all elements, in addition to several vinyl printed walls with mounted merchandise.
