Since 2009, ANTA has been a partner of the Chinese Olympic Committee. More recently, they took on an even bigger role when they suited up Team China for the 2022 Winter Games as their official sportswear supplier.

The result? Nine gold medals. China’s best Winter Olympics performance ever. Every win has been wrapped in ANTA.

To celebrate the moment and the jacket that became a symbol of it all, ANTA launched Upside Down, a pop-up exhibition at their Shenyang flagship store. It was a space built to honour the Olympic spirit, national pride, and one seriously iconic down jacket. That’s where The Orangeblowfish came in.

Our job? Bring the story of the Ice Armor to life. Not with ads or billboards, but through space, texture, light, and interaction. Something visitors could feel in their bones.

The challenge?
The exhibition was over 200 square metres, and our mission was to design six immersive zones that unpacked ANTA’s legacy through performance, pride, and purpose. All while keeping the Ice Armor the star of the show – front and centre. Right where it belonged.

The Ice Armor isn’t just outerwear. It means something. It’s part of the story China wears to the world.

Our job was to turn that meaning into a physical experience people could walk through, touch, and remember.

Nothing in the space was accidental. Curved walkways echoed snow trails. Light strips in the ceiling and floor cast soft gradients across every surface. Even the quietest details were designed to pull people in and make them pause.

We built a journey that felt calm but carried weight. Guided by ANTA’s Olympic design language, we kept everything crisp and minimal. The all-white palette wasn’t just for show. It created contrast, focus, and room for emotion to land.

Six zones. Six stories. One journey.

1. Memories of the Past
A wall of frosted glass, etched with swirling cloud motifs. As visitors approached, the clouds faded, revealing three generations of Olympic jackets and their legacy.

2. Enter the Void
A long white corridor with footprint textures lined the floor. Ceramic reliefs were embedded into the walls which were invisible until triggered by light. Visitors were encouraged to press a button to see lit-up moments from China’s Olympic history that appeared like frozen memories in snow.

3. Embrace the Cold
We zoomed in and out – from micro to macro.

– Micro: A breath-activated sculpture lit up clusters of fiber optics, floating like glowing down feathers. Visitors didn’t just see the warmth. They felt it.

– Macro: Carved wall windows revealed snowy landscapes from Northeast China such as ski resorts, forests and mountains.

4. Hidden Spirit
A white blank wall first meets the eye. Then, a camera flashes, and a larger -than-life Chinese dragon explodes into view. Painted in reflective ink, this hidden beast stands nine feet long. A nod to courage, mythology, and inner strength.

5. Dreams in the Starry Star Nights
Step into darkness, and the stars respond. Footsteps triggered trails of glowing constellations on the ground. Olympic images flickered overhead.

6. The Winner’s Circle
No story ends without a climax. Visitors step up onto a podium, flanked by light and shadow to experience what it’s like to be a winner. Gold medals are rewarding, but it’s the journey that makes it so valuable.

The opening of the ANTA Upside Down exhibition was celebrated with the presence of Olympic gold medallists like Yiting Yu (余依婷), Qianting Tang (唐钱婷), Jiajun Sun (孙佳俊), and Haoyu Wang (王浩宇).

Of course, they were stepping into a space that reflected their own journeys. Throughout the period of the exhibition, we used daily actions and simple reminders that highlighted a winner’s journey and spirit.

No pain, no gain. Resilience, dedication, perseverance is what’s required of winners.

And there’s no better brand to be associated with winning, than ANTA Sports.