Architecture and design firm, Colkitt & Co., and concept and store designer, Plajer & Franz, recently remodeled PUMA’s SoHo location. Nathan Lee Colkitt, principal and CEO of Colkitt & Co. said, “each design element results in a distinctive twist that incorporates local influences, regional culture, as well as global features coming straight from the heart of the brand.” Every detail reflects the PUMA brand and local city life ,all the way down to the ceramic tiles that line the walls of the fitting rooms to mimic popular subway stops.
The long, narrow footprint of the store inspired the designers to focus on the core of the brand, PUMA footwear. The design team also implemented many digital features echoing the brands message with iPads and videos. Secondary elements include directional wood slats, neon lighting, pixelated red branding walls, exposed concrete floors, existing granite and brick walls, cast iron details, and custom tile mosaics. The mission was to make every aspect of the store immersive and bring the local city into the space, creating an interactive environment.