Puma opens doors to new experiential NYC flagship

Puma has built its first-ever North American flagship. The New York City store, located at 609 Fifth Avenue, opened today, August 29.

The brand has put an emphasis on cutting-edge technology in its new store to create an immersive shopping experience in the hopes of bringing in foot traffic. Set over an 18,000-square-foot space across two floors, the retail space features innovative sports engagement zones, a customization studio and digitally connected offerings throughout.

“PUMA continues to see solid growth within North America and this new store reaffirms our commitment to this important market,” Bob Philion, president of Puma North America, said in a statement. “From visitors that come to experience this iconic city, to lifelong New Yorkers, we’re excited to open our doors in a vibrant and diverse community that aligns with our ‘Forever Faster’ mentality.”

The store's customization studio allows shoppers to put a personal touch on footwear, apparel and accessories with paints, dips, dyes, patchwork, embroidery, 3D-knitting, laser printing, pinning or material upcycling. Puma will bring in new artists-in-residence for the customization studio. Upcoming artists include Sue Tsai, BWOOD, Maria Jahnkoy, Même and Pintrill.

Puma has also brought in digital mirrors called "Magic Mirrors" throughout the store to allow customers to view products in alternate colors and styles. They can also press a button to request help from a sales associate on the digital mirror.

“Puma is thrilled to open its first flagship in New York City, in a prime Manhattan location, that will allow us to connect with both our U.S. and international customers,” said Bjoern Gulden, chief executive officer of Puma SE. “I believe investing in this new store—in one of the fastest paced cities in the world—will help us in our pursuit to be the fastest sports brand in the world. We’re committed to pushing the boundaries of sports, fashion and technology, and this store is the latest manifestation of that commitment.”

Images: Puma