Sportswear brand PUMA has redesigned and reopened its Amsterdam shop, using its ‘Retail 2.0’ philosophy that fuses shopping and technology.

The layout offers customers a visual system to navigate through the shop’s 290-sq-m spread over three levels. At the main entrance are PUMA cat sculptures for photo-taking opportunities, while a red PUMA 'UnSmart Phone' will ring as customers approach and offer trivia about PUMA.

Customers are invited to use iPads to purchase products online (where there are more styles, sizes and colours available). Meanwhile, changing rooms are made of blue and while tiles that are reflective of traditional Dutch Delftware porcelain. On one wall is the 'PUMA Peepshow,' a red box that opens to show video clips.

‘The new space surprises with unexpected features, reflecting our passion in interacting with our consumers and creating a memorable and engaging retail experience with local flavor,’ says Ales Kernjak, head of PUMA's retail store concept. The space was designed in collaboration with Berlin-based Plajer + Franz Studio.

Singel 429-435
Amsterdam 1012 WP
The Netherlands