Immersive 'Skill Cube' for PUMA's New 5th Avenue Flagship

PUMA's5th Avenue flagship store features an industry-first multi-sport, multi-sensory 'Skill Cube,' designed and developed while at Green Room Design. The creative platform 'idols brought to earth,' integrates global PUMA brand ambassadors into an immersive experience, positioning them as virtual training buddies, as opposed to elite and inaccessible celebrities - an approach, established through behavioural research, as key to better engaging the lifestyle traits of PUMA's target audience; Gen Z.

Respected for their training regimes and prowess, athletes Lewis Hamilton, Antoine Griezmann and Romelu Lukaku host coaching sessions that transport customers either to a virtual football stadium, or a disused warehouse; an experience specifically designed to deliver the best authentic footwear trial whilst still in store.

Role: Design Director