Introduction: Creating a Retail Experience That Resonates

When Under Armour launched its Iso-Chill product line—engineered to cool athletes under the most intense conditions—they required more than just a shelf presence. They needed a Best POS display Solution in Dubai that visually and tactilely communicates the product’s unique cooling capability. That’s when they partnered with New Royal Advertising, a leading retail marketing agency in Dubai, to design and execute a powerful in-store activation that turned passive shoppers into engaged buyers.

Objective For POS DISPLAY SOLUTION:

 Bringing Iso-Chill to Life In-Store

Under Armour and we had separate campaign goals:

• Drive Foot Traffic and Engagement

• Create an Immersive, Technology-Driven Experience

• Visually Communicate the ‘Cool’ Effect of Iso-Chill

• Support Purchase Intent Through Product Education

The Concept:

 “Feel Ice Cold”—Immersive and Icy Retail Innovation

The final realization was founded on the concept “FEEL ICE COLD”, a visual and sensory embodiment of the promise of Iso-Chill product.

Key Visual Elements

• Immersive Blue LED Runway: The lighted floor simulates a cold cooling path on the floor beneath mannequins. It creates a literal “chill path” to the product experience.

• ❄️ High Impact Central Island Display: The central island employs clear mannequins housed in what looks like ice blocks, furthering the “cool to the touch” product value.

•  Overhead Digital Ceiling Display: Interactive ceiling LED display mimics water or ice flow—engaging consumers in the sense of chill through color and movement.

•  Strategically Positioned Mannequins: Dressed in Iso-Chill apparel, they show movement and athleticism—technology based on real athletic performance.

• Typography & Branding (“ISO-CHILL” + “FEEL ICE COLD”): Clear, readable, and bold callouts at eye level ensure accuracy and facilitate message retention.

Execution Highlights 

1. Sensory-Driven Design

From the icy blue lighting to the texture-driven graphics on the floor, every aspect invited sensory exploration—key in making a POS display in Dubai stand out amidst competition.

2. Zoned Retail Architecture

Rather than placing products statically on racks, New Royal created a “cool zone”—a store destination that positions the product line above the others.

3. Integration of Digital & Physical Touchpoints

The use of digital ceiling content (motion graphics of ice and water) creates an interactive, immersive ceiling environment, delivering vertical engagement optimized for available space and shopper attention. 

4. Storytelling Through Design

The mannequin display frozen in action amidst “ice” mirrors the Iso-Chill effect on competitive athletes in high-performance mode—cool, calm, and unstoppable. 

Results and Impact

• +45% Engagement Uplift: compared to previous product campaigns within the same retail environment.

• +32% Sales Boost: Throughout campaign-activated store sites in Iso-Chill product category. 

• +65% Brand Recall Rate: Customers who were asked after shopping were able to recall the Iso-Chill display and describe the cooling effect in detail—indicating successful messaging and sense recall.

• Increased Cross-Promotion: Customers who shopped the Iso-Chill section were 3 times more likely to find other UA innovations, resulting in increased product discovery and engagement.

Conclusion

New Royal Advertising didn’t just install a display unit—they engineered a retail destination. By harmonizing immersive visuals, tactile design, and educational messaging, the Iso-Chill campaign turned casual store visits into memorable brand moments. It redefined what a POS display in Dubai could achieve—not just sales, but brand belief.

Key Takeaways

• Design with Intent: Every design decision reflected the one key benefit—cooling.

• Use Sensory Stimuli: LED lighting, digital screens, and interactivity created physical and emotive contact.

• Sell Through Narrative: The campaign did not just show, it told and immersed.

• Modern POS = Experience Areas: In-store product placement now needs to interact and stand out.

FAQs

Q1. Why was the Iso-Chill POS display unique?

This POS display solution in Dubai stood out by combining visual effects, interactive zones, and ice-inspired design—bringing the chill effect to life for every shopper.

Q2. Who came up with the campaign?

Everything was developed by New Royal Advertising, specialists in building engaging POS experiences.

Q3. How did customers respond?

Very strongly. Consumers interacted with the displays in huge numbers and were drawn to the center area. The campaign highly improved product testing and sales.