Puma bets on the interactive retail concept 2.0 in its new store in Barcelona

The German sports brand Puma has opened its first store in Barcelona, in a privileged position, in the heart of Paseo de Gràcia, integrated into Rosa Boulevard, which has 250 square meters spread over two floors. Innovation, Sustainable design and, above all, joy have resulted in a new avant-garde concept in which fashion and sports are mixed with the latest technologies., creating greater interaction with customers.

Barcelona has its first store of the sports equipment brand Puma, belonging to the Pinault-Printemps-Redoute group (PPR). The new flagship of the German brand in Barcelona is located on Paseo de Gracia, at the Bulevard Rosa shopping center, in Passeig de Gràcia 53.

The new The Puma Store Barcelona, which has more than 250 square meters spread over two floors, launches the interactive concept 'retail 2.0'. Through a television with an integrated iPad, The store allows its customers to purchase products online and decide whether to take the purchase from the store or deliver it to their home..

Stefan Meyrat, Director of Global Retail at Puma, has indicated: “This store on Paseo de Gracia is a great example of the continuous implementation of our retail format 2.0 which aims to reinforce our brand image and offer a different and fun shopping experience for our consumers.. At the same time, Puma's innovative sustainable store design supports its sustainability initiatives and establishes a desirable and sustainable environment in Barcelona, the heart of the Spanish market that has always been very important for us”.

New retail format 2.0

The general principles of store design follow the retail strategy 2.0 with a gender perspective and product category navigation where footwear is the most visible and the first thing presented. The Puma shopping experience is established in an atmosphere that transmits the happy and witty spirit of the brand from the entrance: a huge sculpture of the Puma Cat welcomes customers and encourages them to take photos with it. At the entrance, a giant map of the city of Barcelona has been installed that covers the entire wall of both floors.. The installation adds an authentic local flavor to the store that immediately reminds consumers which city they are shopping in.

A small red Puma TV with an iPad allows shoppers to purchase products from the Puma Europe website, thus offering a wide range of products, alternative sizes and colors of the items that can be found in the store. They can also choose between taking purchases from the store or having them delivered to their home..

relaxed atmosphere

Puma extends the fun and joy of the store into its fitting rooms – being the heart of any shopping experience where the consumer has the opportunity to get up close and personal with Puma products.. With the Puma Peepshow, a red box that opens to show videos and offers a charming interactive experience and invites the consumer to have a greater commitment to the brand. The internal part of the fitting rooms is covered by 'Caganers', typical Catalan Christmas figurines, reflecting another fun local element. The highlights, It's a Caganer from 'Dylan’ the puma cat, handmade.

Ales Kernjak, global director of Puma Concept Stores, has stated: “The new Puma store in Barcelona reflects our passion and joy as a Sportlifetyle brand within the world of Retail.. Surprise with fun and unexpected elements, as well as with sustainable characteristics, that create a memorable and pleasant shopping experience for our consumers.”.

In line with Puma's mission to be the most sustainable Sportlifestyle company, the new store incorporates several sustainable features. These innovations include an efficient lighting system that reduces energy consumption (below 32 watts per square meter), low emission paint and adhesives, as well as an FSC wood certificate, which guarantees that the forest products used in the soil come from responsible plantation and verified sources. Besides, Specific sustainability indicators developed jointly with the Fraunhofer Institute for Physical Construction, help meet Puma's overall sustainability goals that include more sustainability in retail environments.