Puma: PUMA RETAIL

Credits & Description:

Advertiser: PUMA
Agency: GBH DESIGN
Category: Permanent Retail
Designer: Jacob Vanderkar (GBH)
Designer: Josh Nathanson (GBH)
Creative Director: Mark Bonner (GBH)
Designer: Ross Goulden (GBH)
Design Director: Jason Gregory (GBH)
Creative Director: Peter Hale (GBH)
Designer: Harry Edmonds (GBH)
Creative Director: Jason Gregory (GBH)

Brief Explanation
The key objective was to ensure that PUMA's flagship stores offer the purest experience of the brand possible. Surprise, subtlety, joy and simplicity are key definers of the PUMA brand. But shoppers are increasingly savvy to the tricks of in-store branding. To offer something truly unique that didn't oversell itself, we wanted to identify the places and spaces within the store that usually go unnoticed and represent PUMA in a way that was more than just selling products. And although many of the solutions utilize digital technology, we were keen that the solutions came across as very human and analogue.

Client Brief Or Objective
PUMA has built a reputation in the Sport lifestyle industry for doing things differently from its sport rivals, namely by being the brand that adds joy, innovation and surprise to everything it does. As part of the refurbishment of its flagship retail stores, we were asked to review and identify opportunities to inject these qualities into the store, using interactive concepts to engage customers and encourage them to shop for longer. There were no restrictions on the type of interactive experience or placing of it within the store.

Outcome
The end result is a collection of initiatives which use cutting edge technology without actually showing technology, which utilize previously unbranded areas to turn the least expected places into brand touch points and which let PUMA joy sing out. The interactive store elements have already become hugely popular attractions in the locations rolled out so far and already PUMA have commissioned a second round of content to ensure visitors remain surprised and entertained each time they visit.

Implementation
All concepts use previously untapped spaces within the PUMA store. The PUMA Peepshow is a mysterious red cabinet positioned in changing rooms that surprise with trompe l'oeil clips. The PUMA skylight is a cluster of ceiling-mounted screens which give the appearance of skylights playing unexpected and joyful 'overhead' ideas. The PUMA Un-Smart phone sits between products on a shelf and when picked up plays offbeat phone messages. PUMA Joy-Pad offers bespoke interactive games and puzzles. Partnering up with a creative digital agency helped maximize technology in the most practical and updatable of ways.