Below is a selection showcasing the projects I designed and led during my tenure at PUMA. This encompasses endeavors at Flagship and Wholesale locations, SISs (Shop-in-Shops), Pop-Ups, Experiential Retail setups, and Events spaces.
In the 1980s, PUMA introduced the RS, an iconic silhouette known as the "Running System." This design reflects the reinterpretation of this design and presents the shoe as a blueprint, illustrating the fusion of all components into the latest version. The podium designs effectively highlighted the range of new colorways introduced during the relaunch.
The introduction of the revamped RIDER pays homage to the original silhouette unveiled by PUMA in 1980. This activation draws inspiration from the vibrant neons associated with the fashion and arcade gaming trends of the '80s and '90s. The fixture package comprises a gaming center, video walls, expansive graphics, podiums, and mannequins clusters adorned with props.
Smaller fixtures and build-outs were activated at accounts with smaller footprints. These fixtures included podium clusters, shoe risers and a half-size gaming unit. Locations: Snipes, City Gear, JD Sports, Finishline, The Athletes Foot, Shoe City, Jimmy Jazz, and Expressions.
This flagship build-out was crafted to bolster the release of DC's "The Batman" product line in tandem with the movie premiere. This comprehensive package featured two distinct landing zones, presenting a complete family product range, adorned with lightbox graphics, window vinyls, and a suspended crime scene board from the ceiling. The entry landing zone incorporated light projections that mirrored the iconic "Bat-Signal," along with an additional "Cat-Signal" for added fun.
PUMA collaborated with Harlem-based designer Dapper Dan to design a collection, marking the initial release exclusively available at the Kith flagship in SoHo. Drawing inspiration from Dapper Dan's coveted atelier, the space was thoughtfully designed to immerse customers in the ambiance of Dapper Dan's world. Every aspect of the space received careful attention, comprising of a wood flooring installation and a luxurious, stained wood closet, the painting of walls, and meticulous details such as the inclusion of tailor's mannequins—a homage to the designer's illustrious career.
Dapper Dan attended the space's opening and fully approved of it, expressing, "I felt like I [was] walking into my studio; it was spot on."
This shoe wall which fits on an existing fixture on the wall features an interactive shelf with a screen equipped with lift-and-learn technology. Each shoe is outfitted with an RFID tag, and when placed on the lit platform, a video starts showcasing the features and benefits of that particular shoe style. This technical information mirrors what's available on the website but is elevated with animated exploded views of the shoe. It provides an in-depth exploration, highlighting what makes each particular style stand out. The shelf also provides technical information to assist customers in exploring all available options. Informing customers about products not only aids them in making well-informed decisions but has also demonstrated an increase in sales. It promotes brand transparency, instills trust, and fosters repeat business from satisfied customers. This experience gives customers a compelling reason to visit the store.
This project introduced an additional layer of management. I had to oversee one vendor responsible for the construction of the wall as well as another vendor for the technology integration. Coordination between them was crucial to ensure seamless integration, as one depended on the other. Additionally, I had to align the project with the global graphic direction for headers, videos, and features, while also ensuring it tailored appropriately to the specific requirements of the U.S. build.
Puma collaborated with NBA third round draft pick, Lamelo Ball to craft a distinctive signature shoe and apparel collection, strategically enhancing Puma's reentry into the basketball sphere. The initial launch demanded the creation of designs tailored for diverse locations, varying in size and budget, yet consistently conveying a unified message.
The design concept revolved around the theme of "breaking news" to announce the product launch. Astronaut helmets were incorporated onto mannequins to quickly establish a connection with the marketing messages declaring Melo as "Not From Here" and "One Of One." This ensured clarity of the message right from the customer's initial interaction with the display area.
To further reinforce the newsstand and breaking news theme, custom newspapers, flypostings, and a live ticker were introduced as additional props, enriching the overall communication strategy. The collaborative components were aimed to grab attention and create a memorable experience for customers across various locations.
The premium installation at Champs was launched in anticipation of the MB01 product release to create excitement. The venue featured an interactive jump game where customers could measure their vertical jump, engage in friendly competition with a regularly updated leaderboard, and conveniently share their email for marketing promotions. This immersive space also showcased a photo area adorned with various props and the highlighted products.
Activation once on launch day features the footwear inside of the Newspaper boxes and on the slatwall behind the bench and over the Melo logo graffiti.
This take-down version of the premium concept at Foot Locker showcased the same newspaper boxes and mannequins with helmets as in Champs but added wire newspaper racks equipped with Snapchat codes. These codes were strategically designed to pique interest on social media and direct customers to the designated space. These activations also featured branded basketball walls adorned with Melo logo basketballs.
The atrium activation continued to feature mannequins outfitted with helmets and featured large format graphics.
This setup was meticulously crafted with inspiration drawn from the PUMA global design direction. Taking charge of both the installation and merchandising aspects, I ensured that every detail aligned seamlessly with PUMA's overarching vision. The result was nothing short of captivating, as affirmed by the Visual Manager at Saks Fifth Avenue who described the installation as one that "stopped customers in their tracks." This project not only showcased my expertise in bringing a brand's global direction to life but also demonstrated the ability to create a visual experience that resonated powerfully with the target audience.
PUMA collaborated with Balmain to create an exclusive basketball, available in limited quantities online and at the PUMA Flagship store. My responsibility involved designing a captivating landing page using global e-commerce assets. The layout showcased not only the distinctive footwear but also highlighted PUMA athletes from both the WNBA and NBA. The shoes were presented within a locker, drawing inspiration from the creative concept. This design allowed for the installation of the fixture program ahead of the launch, and the closed locker added an element of anticipation.
The landing page incorporated striking graphics, a video screen, and a prominent picker side. Each component was meticulously crafted to be reusable for future product launches in the same landing zone space.
AMI embodies an elevated and timeless aesthetic, presenting a collection that is completely inclusive and uplifting—perfect for everyone. This fixture collection was strategically placed in prestigious retailers such as Saks Fifth Avenue and Nordstrom, as well as the Puma flagship store. Adhering to global and marketing directives, brand guidelines, and the essence of both brands, this fixture program had to seamlessly blend with the high-end retailers' needs and aesthetics. The varied spaces available required the program to offer a range of sizes.
The design mirrors the elevated and timeless philosophy shared by both brands, prioritizing simplicity to let the products take center stage. A noteworthy feature is that these structures were designed to be shipped knock-down, facilitating easy installation and fitting into the confined spaces of historic buildings, including small doors and elevators. This design choice not only accommodated the immediate installation needs but also enabled the structures to be reused for future initiatives.
This build was a take-down version of the larger Ami fixture design for smaller footprints.
The cube design aligns with the overall aesthetic of the fixture program, serving to anchor the space amidst a diverse array of products while maintaining an inviting atmosphere. This design also embodies the essence of "friendship," a core value of AMI, and stays on-trend by incorporating retro living room props within a cozy setting.
PUMA x F1 multi-account and activation Las Vegas takeover for the inaugural F1 Las Vegas GP.