Located in the main walking direction between the famous forum des Halles and the Centre Pompidou, the Puma flagship store on Boulevard de Sébastopol reopened after a complete redesign in april 2011.
The idea of the new store concept developed by berlin based Plajer & Franz Studio together with Ales Kernjak (global store concept manager of the Puma Retail ag) was to bring back the joy into retail environments while aiming at a sustainable and innovative retail design. In line with the 4keys of Pumas’ vision – fair, honest, positive and creative – the new store displays a great mix of an ecological high tech concept, cutting-edge technology allowing for an interactive customer engagement as well as an creative input by parisian artists collective 9eme concept.
Two floors and more than 200 sqm of shopping space are filled with a broad range of footwear styles, apparel and accessories including Puma’s black label featuring the brand’s designer collaborations with Hussein Chalayan and Alexander Mcqueen. While treating the product as a hero the store design not only enhances the display of Pumas performance and lifestyle articles but intentionally works as a product category navigation. Hereby the footwear – still pumas core competence – is given the most attention and comes first in presentation and visibility. The footwear display in the shape of the iconic Puma suede with an illuminated multi-coloured form stripe functions as both a shop window drawing people’s attention from outside and as a big shoe display inside the store.
photography credits: Manuel Schlüter / copyright Puma ag