• Brandweek, Thursday, October 12, 2006 12:30 PM

Using ship containers as its inspiration, Puma has unveiled a new retail concept in its store in New York's Union Square that allows a store's fixtures to be mixed and matched in different combinations. The fixtures can be mounted on walls, laid on the floor or suspended from the ceiling, allowing each of Puma's 40-odd stores to create its own identity in the future.

Designer Paolo Lucchetta, of RetailDesign SRL, says he hopes to connect the energy of the city with the "soul" of Puma, with amenities such as a "Meet New Friends" social area and a bike rental park.

The store will feature a broad range of products, including sport performance, such as golf and running, as well as footwear, apparel and accessories. "The genesis of the idea is the store as salesperson," says Antonio Bertone, group functional director, brand and marketing, Puma International.

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