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January 31, 2014

GPJ Constructs Under Armour “House of Innovation” at Grand Central Station

New York City has been taken over by Super Bowl fever and Project agency, George P. Johnson was in the middle of the action. The world’s number one experiential agency transformed Vanderbilt Hall at Grand Central Terminal into a 12,000-square-foot immersive brand experience for performance brand, Under Armour. The House includes 360-degree surround projection, hourly programming with athlete appearances, an Under Armour apparel fashion show, Hot97 DJs, fitness classes, an Armour39 demo, and a Captian America “SuperHeros Challenge”. Digital is at the forefront of the brand experience with transparent LCD retail showcases, a “No Touchbacks” football game and a Speedform Digital Spectacle Wall. The installation runs until 2.00pm EST on Sunday. For specific detail on the programming times and activities click here.