At Under Armour’s Oxford Street flagship in London, LOOOK.AI transformed the store’s storefront into a real-time interactive display.
The permanent installation invites passersby to engage directly with Under Armour’s campaign creative, turning the retail window into a dynamic brand experience that captures attention, encourages interaction, and makes visitors part of the campaign.
On one of London’s busiest shopping streets, the challenge was to create a retail experience that could make people stop, smile, interact, and connect with the brand before even entering the store.
The goal was to turn Under Armour’s Oxford Street storefront into an interactive retail media channel that could support the brand beyond a single launch moment.
Using LOOOK.AI Storefront technology, the installation transformed the flagship store window into a real-time interactive mirror.
Visitors could see themselves become part of Under Armour’s campaign world, interacting with the creative directly through the storefront display. Instead of simply watching a retail screen, people became active participants in the experience.
The installation was designed as a permanent format, not a temporary pop-up. This allows Under Armour to update the experience throughout the year, adapting the storefront to new collections, seasonal moments, and future campaigns.
Every day, hundreds of passersby interacted with the storefront, turning a regular retail window into a memorable and shareable brand moment.
