PUMA REDWORLD.
A New Retail Identity.
In the mid 2000s, Puma was facing a crossroads. Overshadowed by Nike and Adidas, Puma’s re-birth was at least in part due to radical brand design.
PUMA REDWORLD.
‘Why can’t a store be more like the brand?’
Puma became a disruptor brand and our major overhaul launched in Puma’s next-gen stores in Santa Monica is the US and Carnaby Street in the UK. A virtual puma called ‘Dylan’ led the way as she roamed the shoewalls via a fixed position 360º projector.
INSTORE.
Changing Rooms.
More than a dozen quirky and diverse locations adorned the walls of Puma’s new changing rooms and floor to ceiling mirrors doubled the illusion.
INSTORE.
Live Mannequins.
Lifecast from real Puma devotees, customisable mannequins were rolled out across US and EU markets, complete with locally relevant skin, eyes, hair and styling cues.
INSTORE.
Bags, Tags and Labels.
The same irreverent tone of voice was developed and applied to all Puma collateral. More than 100 icons gave ‘life advice’ as Puma said ‘we get you’ to its audience.
SUSTAINABILITY.
The Puma EcoTable.
Puma’s growing sustainability rethink in sourcing, manufacturing and recycling led to the development of a periodic table from which elements were conveyed on all products and labeling.
SUSTAINABILITY.
A Clever Little Bag.
Yves Bahar’s Fuse Project provided the structural innovation to reduce energy in manufacturing, shipping and storage, while we developed the brand’s ‘Clever Little World’ proposition into graphic design via ‘Redworld’.
STRUCTURAL DESIGN BY FUSE PROJECT.
TILL RECEIPTS WERE GIVEN THE REDWORLD TREATMENT ON THE REAR.
ON THE MOVE.
A Pop-Up Puma City.
A mobile store concept was devised with Architects LO-TEK, using shipping containers stacked in a configurable quantity based upon space available. This allowed Puma to appear at global sporting events such as the Volvo Ocean Race.
PHOTOGRAPHY BY DANNY BRIGHT. ARCHITECTURE BY LO-TEK.
NEW PRODUCT DEVELOPMENT.
The Puma Phone.
In partnership with Sagem from France, we developed a Java based OS which brought the ‘Redworld’ wit and charm to a digital lifestyle product.
IN STORE.
Puma Ferrari.
To celebrate this important partnership, a lifesize F1 car was created from Puma Ferrari collection products and was front of house in stores across Europe.
RETAIL EXPANSION.
100s of new Stores Open.
A one-of-a-kind Puma Gondola was produced using a local family and took VIPs including Italian Football dignitaries to the Venice store opening as well as being available to tourists for a few days after opening.
IN ADVERTISING.
New Stuff.
New Footwear styles were teased using a simple idea of ‘Animal Attraction’ both in OOH poster sites and on TV. The flexible idea led to almost 100 executions over 3 years.
PHOTOGRAPHY BY ANDREW ZUCKERMAN.
Around the Corner.
Whilst Puma went from just 7 to more than 500 stores worldwide by 2010, the brand’s unique footwear ‘formstrip’ became a downtown street and allowed local stores to build buzz whilst under construction.
