Puma launches first NYC flagship, full of virtual surprises

Puma has launched its first flagship location in Manhattan, bringing a virtual reality bricks and mortar store to Fifth Avenue.

It’s the first site of its kind in the US for the sportswear brand, spanning two levels and 18,000 square foot.

READ MORE: Puma launches worlds first AR shoes

Inside shoppers can now take its F1 racing experience for a spin through simulated streets of Manhattan, as well as a basketball area with stadium seating in front of a TV wall so customers can hang out while playing NBA2K.

So-called Magic Mirrors throughout the store have been fitted with technology to allow customers to take a full-size selfie and try on clothes and shoes virtually.

Puma’s Magic Mirrors (Image: Puma)

They can also test the latest Puma football boots on an in-store simulator that mimics the pitch of San Siro Stadium, whilst being virtually coached by Puma brand ambassadors and footballers Antoine Griezmann and Romelu Lukaku.

Nobal’s iMirrors are placed throughout the store to enable customers to view products in alternate colours and styles.

Customisation is also a key draw for the retailer.

Puma has partnered with renowned artists and designers to bring its exclusive PUMA x YOU customisation studio to the store, where customers can personalise their footwear, apparel and accessories using paints, dips, dyes, patchwork, embroidery, 3D-knitting, laser printing, pinning, material and upcycling.

Inside the Skill Cube at Puma’s new flagship (Image: Puma)

“I believe investing in this new store, in one of the fastest paced cities in the world, will help us in our pursuit to be the fastest sports brand in the world. We’re committed to pushing the boundaries of sports, fashion and technology, and this store is the latest manifestation of that commitment,” says Puma chief executive Officer Bjoern Gulden.

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