Puma unveiled its new flexible retail design concept at the opening of its third store in New York City today. Located at 33 Union Square West, the 5,300-sq.-ft (492-sq.-meter) store features modular design, fixtures that can be adapted from the ceiling to the floor and movable wall images. Antonio Bertone, global director of brand management, interprets the store as a solution to the question, ‘If the store had to act as a salesperson, how would it do that?’ Paolo Lucchetta, the Venetian designer behind the store, who was also on hand to launch the store, explained that the overall challenge was to fuse Bertone’s spatial concerns with the energy of the city and the brand into the store. That energy is evident in the brand’s signature red and white walls, silver, aluminum and resin floors and wall symbols. Puma Union Square also features a diverse range of offerings, including the Golf, Pelé, Evisu and Clyde collaborations, and wooden units on which collection histories are displayed. Kay Niehaus, deputy head of global retail, has said that the flexible design concept would be integrated into existing stores and that the company would add five more stores by the end of 2006. Puma currently operates over 40 concept stores in the US and over 80 stores worldwide. Niehaus also confirmed that the company will open stores in Shanghai and Tokyo as early as March 2007. - Tim Yap