Last week, sportswear supplier Puma opened its first-ever North American flagship store in New York City. The store features 18,000 sf of interactive space over two floors, and double-height storefronts across 160 ft of wraparound frontage.
Germany-based Puma, the 11th-largest supplier of athletic apparel and shoes, has more than 100 outlet stores in the U.S. But this unit, located on the corner of 49th Street and Fifth Avenue, is its first full-size, full-price store. From this location, Puma will compete with other like retailers with shops on Fifth Avenue, including Nike, Asics, and Adidas. Under Armour is also building a flagship store in this neighborhood.
“PUMA continues to see solid growth within North America and this new store reaffirms our commitment to this important market,” says Bob Philion, President of Puma North America, in a prepared statement. “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.”
Forever Faster is the company’s marketing tagline.
The flagship's 18,000 sf are spread over two floors.
The new store showcases customer-focused technology in a variety of ways:
• A Customization Studio allows shoppers to customize and personalize their footwear, apparel and accessories using (among other things) paints, dips, dyes, patchwork, embroidery, 3D knitting, laser printing, pinning, and material “upcycling.” Puma is partnering with a rotating collection of artists and designers to assist customers in this personalization effort.
• Customers interested in motorsports can hop into professional-grade F1 racing simulators and race (virtually, that is) down the streets of New York City.
Racing simulators take customers on a virtual ride down New York City streets. This interactive exhibit reinforces Puma's longstanding support of motorsports.
• Soccer fans among the store’s customers can test the latest Puma-branded boots on an in-store simulator that purportedly mimics the field pitch of San Siro Stadium in Milan, Italy, while being coached virtually by Puma brand ambassadors and two pro footballers.
• Technology—specifically iMirror by Nobal, placed throughout the store—allows customers to view products in alternate colors and styles via RFID-enabled imaging.
RFID technology allows customers to see alternate colors and styles simultaneously.
• In the store’s basketball zone, customers can enjoy stadium seating and the large-screen NBA2K gaming experience. This area of the store will also feature QR codes located on all products. (Puma re-entered the basketball sector last year, and is looking to tap into a growing trend toward fusing sports and lifestyle apparel.)
• Starting Labor Day, the store launched Chinatown Market University, where patrons can customize products using Chinatown Market’s printing technology. Chinatown Market’s team will also be teaching classes inside the store. This collaboration is expected to pop up in other Puma outlets in 2020.
Puma’s internal store design team worked with Design Republic on the interior of the new store. Shawmut Design and Construction was the project’s GC, and the exterior design was attributed to Seele. Gable did the A/V design and installation.
Puma did not disclose the cost of the new store.
Puma, which reported an 18.1% increase in sales in the Americas through the first half of 2019, will be competing against several other sports apparel and shoe brands with stores on New York's Fifth Avenue.
Related Stories
Shopping Centers | Mar 7, 2024
How shopping centers can foster strong community connections
In today's retail landscape, shopping centers are evolving beyond mere shopping destinations to become vibrant hubs of community life. Here are three strategies from Nadel Architecture + Planning for creating strong local connections.
Shopping Centers | Feb 6, 2024
The future of grocery store design: It may be time for the checkout aisle to check out
For grocers, the checkout aisle is one of the greatest sources of customer complaints and shrink, which directly affects their bottom line.
Giants 400 | Feb 5, 2024
Top 40 Entertainment Center, Cineplex, and Theme Park Engineering Firms for 2023
Kimley-Horn, EXP, BRPH Companies, and Alfa Tech Consulting Engineers top BD+C's ranking of the nation's largest entertainment center, cineplex, and theme park engineering and engineering/architecture (EA) firms for 2023, as reported in the 2023 Giants 400 Report.
Giants 400 | Feb 5, 2024
Top 30 Entertainment Center, Cineplex, and Theme Park Architecture Firms for 2023
Gensler, JLL, Nelson Worldwide, AO, and Stantec top BD+C's ranking of the nation's largest entertainment center, cineplex, and theme park architecture and architecture engineering (AE) firms for 2023, as reported in the 2023 Giants 400 Report.
Giants 400 | Feb 5, 2024
Top 40 Entertainment Center, Cineplex, and Theme Park Construction Firms for 2023
ARCO Construction, Turner Construction, Whiting-Turner, PCL Construction Enterprises, and Balfour Beatty US top BD+C's ranking of the nation's largest entertainment center, cineplex, and theme park general contractors and construction management (CM) firms for 2023, as reported in the 2023 Giants 400 Report.
Giants 400 | Feb 5, 2024
Top 60 Shopping Mall, Big Box Store, and Strip Center Construction Firms for 2023
Whiting-Turner, Schimenti Construction, VCC, Ryan Companies US, and STO Building Group top BD+C's ranking of the nation's largest shopping mall, big box store, and strip center general contractors and construction management (CM) firms for 2023, as reported in the 2023 Giants 400 Report.
Giants 400 | Feb 5, 2024
Top 60 Shopping Mall, Big Box Store, and Strip Center Engineering Firms for 2023
Kimley-Horn, Henderson Engineers, Jacobs, WSP, and Wallace Design Collective top BD+C's ranking of the nation's largest shopping mall, big box store, and strip center engineering and engineering/architecture (EA) firms for 2023, as reported in the 2023 Giants 400 Report.
Giants 400 | Feb 5, 2024
Top 90 Shopping Mall, Big Box Store, and Strip Center Architecture Firms for 2023
Gensler, Arcadis North America, Core States Group, WD Partners, and MBH Architects top BD+C's ranking of the nation's largest shopping mall, big box store, and strip center architecture and architecture engineering (AE) firms for 2023, as reported in the 2023 Giants 400 Report.
Retail Centers | Feb 4, 2024
‘Safe bathroom’ technology prevents fatal drug overdoses in public restrooms
‘Safe bathroom’ technology developed by a Massachusetts electrician has been proven to prevent fatal drug overdoses in public restrooms across the country. The systems use ultrasonic and infrared motion sensors connected to timers that detect slight body movements. When a system doesn’t sense motion within a set time period, it raises an alarm alerting emergency medical teams.
Giants 400 | Feb 1, 2024
Top 40 Restaurant Construction Firms for 2023
Swinerton, Shawmut Design and Construction, Gray Construction, CM&B, and Andersen Construction top BD+C's ranking of the nation's largest restaurant general contractors and construction management (CM) firms for 2023, as reported in the 2023 Giants 400 Report.