The design concept for PUMA’s flagship location in SoHo engages customers in a memorable “only in New York City” shopping experience the moment they step through the door. Each section of the 5,000 square foot store, including the fitting rooms, is highly immersive and nods to the local city. All elements, from exposed concrete floors and brick walls to custom tile mosaics mimicking subway platform signage, have a distinctive twist incorporating local influences, regional culture and a splash of the PUMA Global brand. In addition, the long and narrow configuration of the space inspired the team to re-focus the emphasis on the core of the brand, PUMA footwear, bringing merchandise from side wall shelves onto a central catwalk. Secondary elements such as directional wood slats and a pixelated red branding wall also visually stretch and lead the eye throughout the store. Another challenge the team had to address, was how to merge the store’s ground floor and basement into one cohesive experience. A visual way-finding experience was created, aiding in a more positive customer experience as shoppers navigate the space with neon signs that cleverly embrace neighborhood cabarets of old, such as “Kicking Legs” and “Girls, Girls, Girls”. Customer interaction and engagement was also encouraged at various touch points with playful elements known as “Redworld” to promote the sense of joy found in all PUMA retail experiences. The concept includes phones that, when approached, ring with playful messages, and iPads that display videos when opened.