Case Study
Film
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CLIENT: Under Armour - Curry Brand
AGENCY: Monks
ROLE: Creative Director
Stephen Curry's impact in China is massive, yet his fans lacked a dedicated physical space to connect with his journey or the brand. Our brief was to fill this void by creating the world's first Curry experiential store. We conceived the Curry Sphere in Chengdu, the ultimate destination for fans. More than just a store, the concept was to build a fully immersive environment that brings Curry's story, training philosophy, and energy to life, creating a physical home for the brand's spirit.
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The Curry Sphere was designed as a living ecosystem for the community. We launched it with a massive grand opening event, inaugurated by Stephen Curry himself, instantly making it the global center for his fans. Inside, we brought the brand to life through distinct, interactive zones that allow fans to step directly into Curry's world, the brand, and their passion for basketball.
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The zones allowed fans to step directly into Curry's world. This included a community hub for events, an history wall, interactive displays showcasing sneaker innovations, virtual training drills, and 4 spheres celebrating his championships victories. The experience was extended outdoors with two branded basketball courts, transforming the flagship into a complete center for the Curry Brand community to gather, play, and connect.
Flexible Community Space
Curry's Interactive Drills
Curry Brand History Wall
Footwear Corner
NBA's Champion Spheres
Curry Court Design
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