Puma

The strik­ing white cat of the iconic sports­wear brand, Puma, takes over the ur­ban jun­gle and leaves an im­pres­sion­able paw print with its newly de­signed store in Ban­ga­lore. The de­sign lan­guage stands true to the company’s phi­los­o­phy of be­ing at­trac­tive yet

VM&RD - - CONTENTS -

Puma, the lead­ing sports­wear fash­ion brand, re­cently un­veiled its new store at Bri­gade Road, one of the busiest high streets in Ban­ga­lore. Its edgy and strik­ing ap­pear­ance ef­fort­lessly stand­outs out in the clut­tered lo­ca­tion, while beck­on­ing passersby to walk into the store. The new con­cept re­flects the Puma per­son­al­ity of be­ing au­then­tic, fear­less, mag­netic, pur­pose­ful and proac­tive in the store at­mos­phere. The brand be­lieves that the space should be ex­pres­sive, play­ful, au­then­tic and raw. The façade usu­ally cre­ates the first im­pres­sion of the brand and its of­fer­ing. Ac­cord­ing to Puma, the brand be­lieves in trans­lat­ing the Puma per­son­al­ity at this very touch point of the store. The store façade de­picts the brand’s dy­namic na­ture, which is vi­brant, an­i­mated and fun. The Puma Red façade is made from sand­wiched back painted glass. At night, the cat beams out, il­lu­mi­nat­ing the street, while the dou­ble height glass gives pre­view of the store in­te­ri­ors. With an area of 3099 sq ft, the store is spread over two lev­els. Upon en­ter­ing the space, the in­te­ri­ors unite the in­di­vid­ual con­cepts of the brand which in­clude per­for­mance, mo­tor­sport life­style and black la­bel cat­e­gories. The store de­sign en­hances ev­ery prod­uct from the col­lec­tion, while cel­e­brat­ing footwear as the core of the brand. Footwear is placed at the right places in the store for max­i­mum vis­i­bil­ity. As a brand, Puma be­lieves in prod­uct ro­ta­tion, recre­at­ing the en­vi­ron­ment and fix­tures play an im­por­tant role in achiev­ing the same. At the store, each wall panel can be pulled and placed at the de­sired lo­ca­tion as per the story or zon­ing. Adding to this, the pole sys­tem is flex­i­ble, lighter and makes the prod­uct look great. The store in­cor­po­rates an invit­ing wide stair­case with a LED screen, play­ing band videos, events or just any sport. The fea­ture wall very sub­tly talks about the brand her­itage, prod­ucts and its as­so­ci­a­tion with sports. As shop­pers walk up the stairs, it draws at­ten­tion to the ceil­ing beams, the women’s floor and the is­land dis­plays. Puma be­ing a sports life­style brand has a very strong her­itage and its var­i­ous as­so­ci­a­tions with ath­letes in the past have been talked about glob­ally. The brand has lever­aged this as­so­ci­a­tion by cre­at­ing a wall pa­per de­sign us­ing var­i­ous ath­lete pic­tures, which is used in var­i­ous places across the store.

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