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 offered 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)
51th 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
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.