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PUMA, New York City | 51st International Design Competition Winner

Updated: Sep 16, 2023

PUMA, New York City Design: EWI Worldwide, Dearborn, Mich. Photography: Richard Cadan Photography, Bridgeport, Conn.

PUMA, the global sports brand, decided to return to the running shoe market in early 2021 by introducing Nitro, a new line of highly technical core running shoes. To mark the product launch in its New York City flagship, Puma enlisted EWI Worldwide to create a combination of physical and digital experiences – over two floors – in a combined space of 725 sq feet.

A multi-dimensional Nitro landing zone at the store’s entrance draws customers from the street. The landing zone features large, angled LED panels with animated arrows and text — creating a sense of dynamism and motion in line with the Nitro product offering. An interactive ‘Run Challenge’ video game allows customers to compete against one another by running in place as fast as possible for 60 seconds. A large display counts steps and showcases Nitro technology while audio prompts offer words of encouragement to players. Upstairs, the Running Zone allows customers to dive deep into the Nitro experience – from a wall highlighting different Nitro silhouettes to an integrated digital monitor allowing customers to easily learn more.

Judges cited branding, visual merchandising, and fixturing as the stars in this customer experience packed into two small spaces.

Consultants: Mannetron, Battle Creek, Mich. (slider mechanism), Southern Made, Nashville, Tenn. (software development support for PUMA Run Game)


51st International Design Award Winners

The Class of 2021 includes:

Bloomie’s, Fairfield, Va. CDF Macau, Cotai Citi, New York City Empório Santa Maria, São Paulo FIKA Herbal Goods, Toronto Grand Central Mimico, Etobicoke House of Rituals, Body & Mind Spa, Amsterdam The Hyundai Seoul, Seoul Johnnie Walker, Edinburgh M&M’s, Berlin MAPCO, Sevierville, Tenn. Madison Décor Studio, North York NHL, New York City Puma, New York City Todd Snyder, New York City Treat, JKF International Airport – Store of the Year St. Marche, São Paulo Shinsegae Art Science, Daejeon Wilson, New York City

You can see the entire awards presentation here.

The 51st International Design Awards was sponsored by Little, BHDP, Cadan Photography, and IA, Interior Architects.


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