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Brief Published: 27 Mar 2012

Puma’s Interactive Amsterdam Store


Global sportswear brand Puma has revamped its Amsterdam flagship to conform to its “Retail 2.0” philosophy of seamlessly fusing physical and digital shopping experiences.

The reopening comes hot on the heels of fellow sportswear brands Nike and Adidas opening equally tech-fuelled stores in London and Amsterdam respectively. This competitive technological one-upmanship between major brands shows a marked move in the industry towards spearheading new forms of in-store interactivity (see Sports Futures).

Puma’s 290 sq m Amsterdam store has been redesigned by Puma’s in-house team in collaboration with Berlin-based Plajer + Franz Studio. New features include striking Puma cat sculptures at the main entrance where visitors can have their photos taken, red “UpSmart Phones” which ring as customers approach to tell them more about the company, and iPads which can be used to purchase a greater variety of products than can be stocked in-store through Puma’s e-commerce site.

In the changing rooms, the “Puma Peepshow” – a red box that opens up to show various video clips – keeps customers entertained and surprised while showcasing the brand’s products. Local influences are also at play, with Dutch Delftware-style reflective tiles used as an alternative wall covering.


Plajer + Franz Studio