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
Engineers | Jun 14, 2023
The high cost of low maintenance
Walter P Moore’s Javier Balma, PhD, PE, SE, and Webb Wright, PE, identify the primary causes of engineering failures, define proactive versus reactive maintenance, recognize the reasons for deferred maintenance, and identify the financial and safety risks related to deferred maintenance.
Mass Timber | Jun 13, 2023
Mass timber construction featured in two-story mixed-use art gallery and wine bar in Silicon Valley
The Edes Building, a two-story art gallery and wine bar in the Silicon Valley community of Morgan Hill, will prominently feature mass timber. Cross-laminated timber (CLT) and glulam posts and beams were specified for aesthetics, biophilic properties, and a reduced carbon footprint compared to concrete and steel alternatives.
Architects | Jun 6, 2023
Taking storytelling to a new level in building design, with Gensler's Bob Weis and Andy Cohen
Bob Weis, formerly the head of Disney Imagineering, was recently hired by Gensler as its Global Immersive Experience Design Leader. He joins the firm's co-CEO Andy Cohen to discuss how Gensler will focus on storytelling to connect people to its projects.
Retail Centers | Jun 2, 2023
David Adjaye-designed mass timber structure will be a business incubator for D.C.-area entrepreneurs
Construction was recently completed on The Retail Village at Sycamore & Oak, a 22,000-sf building that will serve as a business incubator for entrepreneurs, including emerging black businesses, in Washington, D.C. The facility, designed by Sir David Adjaye, the architect of the National Museum of African American History and Culture, is expected to attract retail and food concepts that originated in the community.
Mixed-Use | Jun 1, 2023
The Moore Building, a 16-story office and retail development, opens in Nashville’s Music Row district
Named after Elvis Presley’s onetime guitarist, The Moore Building, a 16-story office building with ground-floor retail space, has opened in Nashville’s Music Row district. Developed by Portman and Creed Investment Company and designed by Gresham Smith, The Moore Building offers 236,000 sf of office space and 8,500 sf of ground-floor retail.
Digital Twin | May 8, 2023
What AEC professionals should know about digital twins
A growing number of AEC firms and building owners are finding value in implementing digital twins to unify design, construction, and operational data.
| Apr 28, 2023
$1 billion mixed-use multifamily development will add 1,200 units to South Florida market
A giant $1 billion residential project, The District in Davie, will bring 1.6 million sf of new Class A residential apartments to the hot South Florida market. Located near Ft. Lauderdale and greater Miami, the development will include 36,000 sf of restaurants and retail space. The development will also provide 1.1 million sf of access controlled onsite parking with 2,650 parking spaces.
Mixed-Use | Apr 7, 2023
New Nashville mixed-use high-rise features curved, stepped massing and wellness focus
Construction recently started on 5 City Blvd, a new 15-story office and mixed-use building in Nashville, Tenn. Located on a uniquely shaped site, the 730,000-sf structure features curved, stepped massing and amenities with a focus on wellness.
Libraries | Mar 26, 2023
An abandoned T.J. Maxx is transformed into a new public library in Cincinnati
What was once an abandoned T.J. Maxx store in a shopping center is now a vibrant, inviting public library. The Cincinnati & Hamilton County Public Library (CHPL) has transformed the ghost store into the new Deer Park Library, designed by GBBN.
Mixed-Use | Mar 11, 2023
Austin mixed-use development will provide two million sf of office, retail, and residential space
In Austin, Texas, the seven-building East Riverside Gateway complex will provide a mixed-use community next to the city’s planned Blue Line light rail, which will connect the Austin Bergstrom International Airport with downtown Austin. Planned and designed by Steinberg Hart, the development will include over 2 million sf of office, retail, and residential space, as well as amenities, such as a large park, that are intended to draw tech workers and young families.