Last Friday Puma opened its first North American flagship store on 609 Fifth Avenue in New York City. Focusing on novel technologies and products, the store presents an impressive space that offers consumers a unique shopping experience through innovative sports engagement zones, customization studios and other digital offerings.
In addition, the store has an interactive sales area of almost 1,700 square meters on two floors with modern, high shop windows that extend over a surrounding facade of over 48 meters.
"Puma is very excited to open its first flagship store in New York City at a prime location in Manhattan that will allow us to connect with both our US and international customers," said Bjoern Gulden, chairman of PUMA SE. "I believe that investing in this new business–in one of the fastest cities in the world–will help us become the fastest sports brand in the world. We are striving to cross the boundaries of sport, fashion and technology and this store is the latest achievement of that ambition."
With the Puma x You Customization Studio in the store Puma offers its customers the possibility to customize sneakers, clothing and accessories with colors, dyes, patches, embroidery, 3-D embroidery, laser printing, pinning and many other creative means. Every two weeks new artist cooperations start–among them are partners such as Sue Tsai, BWOOD, Maria Jahnkoy, Même and Pintrill.
Another highlight in the store according to Puma is an industry-first multisport, multisensory Skill Cube, designed and developed by human experience design studio Green Room. Green Room’s creative platform called “Idols Brought to Earth” integrates global Puma brand ambassadors auch Lewis Hamilton and Antoine Griezmann into an immersive experience, positioning them as virtual training buddies. Once inside the Skill Cube, visitors are immersed in a multisensory environment incorporating 270° floor to ceiling LCD content screens, graphic projection, motion sensing devices, dynamic lighting and surround sound. The floor covering is a high-quality, multisport, synthetic turf, designed to bring the footwear benefits to the fore by simulating authentic trial conditions, that further enhance a life-like experience.
“Puma continues to see solid growth within North America and this new store reaffirms our commitment to this important market,” said Bob Philion, president of PUMA North America. “From visitors that come to experience this iconic city, to lifelong New Yorkers, we’re excited to open our doors in a vibrant and diverse community that aligns with our ‘Forever Faster’ mentality.”