the london puma store presents its footwear on a footwear catwalk leading from the store entrance to the focus wall as well as on two footwear tribunes. the store atmosphere is further enhanced by overhead screens featuring hypnotic, slow moving visuals of scenarios from fluffy clouds to underwater scenes. the factor ‘ fun’ is further reflected in various regional elements, which give the store it’s local relevance. this begins with the facade covered in 3d images of the traditional london red cell booth and continues inside the store, where the ‘pumarized’ cel l booth reappears serving as display system and dumbwaiter. adding another london classic – the worldwide known metro sign – makes an appearance in the changing rooms. Here white metro tiles have been used turning the changing rooms into a ’puma’ metro station. at the same time, the store design puts great emphasis on making it simple and clear focus points such as oversize logo signs or the striking red brand wall together with wooden ceiling beams serve as directory and navigate shoppers through the store.

in the munich store several display tribunes on both floors and a separate footwear area on the ground floor mark its leading part. the second floor is designated for men’s and women’s sport and lifestyle apparel and footwear as well as a motorsport column. all in all, the puma store in munich displays a great mix of innovative solutions, joyful elements, simplicity, and a local relevance, unified in a sustainable design concept. the two floor s of the store are joined by a huge brandwall made out of moveable cubesin puma’s ci-color, which not only sets a distinctive focus point but above all adds to the dynamic, vitality and fun of the shop. overhead screens on the first floor featuring hypnotic, slow moving visuals of scenarios from clouds to underwater scenes add to the shop’s atmosphere. local elements further highl ight this idea, while at the same time giving the store its local relevance. appearing somehow ‘out of place’ within a minimalistic and innovative store concept, the changing room area is a homage to the typical alpine hut. it is manufactured from bavarian reclaimed wood that has been finish-worked giving it even more patina and recharged with ‘pumarized’ details such as red doors and window frames, puma’s ‘dylan’ cat sculpture holding a deer antler or cut-out puma cats replacing the usually engraved heart-shaped door hole. inside the changing rooms shoppers are greeted by a life-size sculpture of cat ‘dylan’ and a red floor mat saying ‘servus ’ – the bavarian word for ‘ hello ’.

numerous joyful elements and cutting-edge technology are scattered around the shopping spaces of each puma store, including life-size puma cat sculptures greeting visitors at the entrances, ‘puma unsmart phones’ ringing when approached, puma’s ‘peep-show’ displaying image movies when opened, or puma’s moveable joy-pad wall – an assemblage of 32 synchronized digital touch screens featuring simple games for the customers to play and compete with friends. iPads placed in the store allow shoppers to purchase products from the european online store, which offers a wider merchandise assortment, complete size runs and alternative colors of items stocked in the store.

‘the new puma store in amsterdam elevates puma’s effort in bringing back the joy of sport and lifestyle into retail environments’ says ales kernjak. ‘the new space surprises with unexpected features, reflecting our passion in interacting with our consumers, and creating a memorable and engaging retail experience with local flavor.’

in line with the philosophy of puma’s retail 2.0 concept, the stores have been constructed in accordance with the company’ s sustainable guidelines: the general use of building material has been reduced to the minimum, leaving the ceiling open and the brick walls untreated. any materials used such as wood for the ceiling beams, furniture or floor finishes are certified guaranteeing that forest products used are from responsibly harvested and verified sources, and low-emission paints and adhesives are being used. above that, an efficient lighting system, using mainly HIT lights, has been applied to save the energy consumption of the store and thus further reducing its ecological footprint.

plajer & franz studio
profile:

plajer & franz studio is an international and interdisciplinary team of 45 architects, interior architects and graphic designers based in berlin. all project stages – from concept to design as well as roll-out supervision – are carried out in-house. special project-based teams work on over all interior and building construction projects and on communication and graphic design.

the company’s client list includes galeries lafayette, s.oliver, bmw, mini, puma, timberland, pierre cardin, kunert, hudson, burlington and salewa. plajer & franz studio has also established itself in the premium sector of luxury residential projects and hotels in both europe and asia; these include a recently completed hotel in porto, a five star resort in croatia and 50,000 sqm premium apartments on the portuguese coast, both in development. several other major projects, for example luxurious villas in thailand and kazakhstan are also currently in the design phase.

from private yacht to automobile trade stand via award-winning bars and luxury apartments – the key to plajer & franz studio’s freshness of vision lies in their continuous exploration and cross-fertilisation between disciplines and areas of experience. our ability to deliver show-stoppingly innovative design with elegant and meticulous finishing down to the smallest details in being able to take what we learn in one area and applying it, where appropriate, in another: high tech materia l forming from the car industry, for example, may yield exciting new surfaces for a shop-in-shop project whereas new developments in the use of digital display techniques from the bar and club scene might fit perfectly with a new automobile display concept – it’s all in the mix!

activities:
consultancy clarification and determination of principal project definition; proposals for possible team partners conceptual design development of concepts, demonstrated through presentations, material- and mood-boards as wellas 3-d visualisations. design and planning preliminary design and design planning as well as implementation planning and architectural supervision (all work phases). dependent on the project typology also the design coordination with other planners (international projects). determination of precise parameters of key details and key instructions for worldwide realisations. graphic design, corporate design, editorial design, graphics, illustration and pre-press.

history:
the company’s founders, architects alexander plajer & werner franz, gained their initial international experience in new york, where plajer worked for richard meier and franz for tsao & mckown. here they both spent several years working with clients in the united states and the middle and far east before moving back to germany to set up their own company in berlin in 1996.

in over a decade of creative and imaginative partnership, plajer & franz studio has built up an impressively broad-ranging portfolio with an international client base. the development of brand architecture and corporate identity in retail as well as the design of premium hotels and resorts form the core of their expertise. today plajer & franz studio has an international reputation for innovative excellence, quality down to the smallest detail, great planning skills and a superb sense of style. their projects are regularly featured in publications worldwide.

key facts :
work force : 45 employees working in 1.000 sqm of office space on two floors
software: office programmes , 40 cad and 3-D workstations

data sheet

puma store – amsterdam
singel 429 – 4 3 5
1012 amsterdam
netherlands

Client: puma ag
surface area: 304,69 sqm
date of completion: march 2012
design:
plajer & franz studio
erkel enzdamm 59-61
10999 berlin
project manager: ms. patricia senf t / m s . j a n a kleinschmidt
localartist :
the invisible party (mirror installation, bike wheel installation, bike frame l ight,
elevator neon signs)
amsterdam, www.theinvisibleparty.com
creative agencies :
studio 38 (graphic works fitting rooms)
rosenthaler str. 38, 10178 berlin germany, www.studio38.de
spies & assas s i n s (puma peepshow / un-smartphones)
new york, www.spies.ws
light:
XAL xenon architectural lighting gmbh,
rieder straße 1, 85229 mar k t i n d e r s d o r f , www.x a l.com
shop fitting:
new store europe polska s p . z . o . o .
www.newstoreeurope.com
store const ruction:
ganter interior gmbh
kasernenstrasse 30, 97941 tauberbischofsheim, www.ganter-interior.com
photo credits:
manuel schlüter / copyright puma ag
www.manuel-schlueter.com

puma store – london
carnaby street 52-55
W1F 9QE
london
UK

client: puma ag
design:
plajer & franz studio
erkel enzdamm 59-61
10999 berlin
project manager: ms. patricia senft / ms. anne-kathrin hahn
surface area: 301,7 sqm
date of completion: march 2012
creative agencies :
studio 38 (graphic works façade & floor graphics)
rosenthaler str. 38, 10178 berlin germany, www.studio38.de
spies & assas s i n s (puma peepshow / un-smartphones)
new york, www.spies.ws
local archit ect:
p: six ,
moulsoe business centre, cranfield road, moulsoe, UK
shop fitting:
new store europe polska sp.z.o.o.
www.newstoreeurope.com
light:
XAL xenon architectural lighting gmbh,
rieder straße 1, 85229 mar k t i n d e r s d o r f , www.xal . com
photo credits:
manuel schlüter / copyright puma ag
www.manuel-schlueter.com

puma store – germany
theatinerstrasse 1
80333 munich
germany

client: puma ag
design:
plajer & franz studio
erkel enzdamm 59-61
10999 berlin
project manager: ms. patricia senf t / ms. j a n a kleinschmidt / ms. anne-kathrin hahn
surface area: 3 2 6 , 5 sqm
date of completion: march 2012
creative agencies :
studio 38 (graphic works fitting rooms)
rosenthaler str. 38, 10178 berlin germany, www.studio38.de
spies & assas s i n s (puma peepshow / un-smartphones)
new york, www.spies.ws
light:
XAL xenon architectural lighting gmbh,
rieder straße 1, 85229 mar k t i n d e r s d o r f , www.x a l.com
shop fitting:
new store europe polska s p . z . o . o .
www.newstoreeurope.com
store const ruction:
ganter interior gmbh
kasernenstrasse 30, 97941 tauberbischofsheim, www.ganter-interior.com
photo credits:
manuel schlüter / copyright puma ag
www.manuel-schlueter.com