PUMA | PLAJER + FRANZ

both the exterior and the interior architecture of the space have been pumarized and speak
a homogenous language that unifies the company’s philosophy, an intelligent yet simple
retail design, and the joyful and witty spirit of the sport-lifestyle brand.
plajer & franz studio under the direction of ales kernjak (head of global store concepts,
puma retail ag) developed a retail concept that is simple and flexible while integrating local
references and offering puma’s clients a joyful shopping experience.
thereby, the new brandstore is more than just a shopping place. it is a social and cultural
meeting point. a space for events and happenings of various kinds. the lower two floors of
the four-storey puma building have been designated for the 600 sqm shopping space, while
the upper level - an open roof top, surrounded just by a light façade construction - creates
an open space for performances and sport events.
the façade is light, made out of meshed metal baffle allowing daylight to enter the store. at
night, the interior lighting beams out, illuminating the street and giving a sneak preview of
the shop’s inside during closing hours. the interior design unites the individual concepts for
sportlifestyle (including motorsport ) , performance, and black label. it aims at strengthening
the brand image, enhancing the display of puma’s collections, while celebrating footwear as
the core of the brand.
an impressive, cone-shaped staircase in the centre of the store with a red brand-wall in its
back, is the eye-catcher making a strong brand statement. it draws attention not only to its
design but above all to the footwear tribune at the base of it. the “stage” continues as a
footwear catwalk stretching across the entire groundfloor, which is also home to the sportlifestyle product line and black label. although the design of both areas is simple and
functional with references to japanese architecture (e.g. origami seating elements in the
sport-lifestyle area or the use of materials such as wood and concrete), both speak different
visual languages and are clearly distinct from each other. with a very light and flexible
design, the use of materials such as black steel , plywood panels combined with re-used gym
flooring elements and the mixture of matte and high gloss surfaces, the black label area
carries a visible sports heritage.
the first floor is dedicated to the performance area. here, the nature of performance is
visible and perceptible throughout. the design for this area is even more flexible and functional, using more technical materials such as stainless steel or perforated metal in
silver grey. the flexible approach is further reflected in the design of the display tables,
which are covered with convertible materials. a catwalk area runs across the entire
performance floor with a stage in the centre of it and leading towards the footwear focus
wall.
generally, shopping at the new premium store is above all an experience and in line with
puma’s philosophy an active interaction with the brand. whether creating their own
customized sneakers at the puma factory, engaging with puma’s sustainable actions
summarized in the sustainability journey or enjoying the online experience via iPads, clients
shall be surprised, entertained and given opportunities to identify with the brand.