German athletic brand PUMA has opened the doors on its latest flagship store on 5th Avenue, New York, and unveiled an industry-first multi-sport, multi-sensory Skill Cube.
The cube is designed with the intention of giving retailers to the store the ability to virtually train with a host of top athletes, including Lewis Hamilton, Antoine Griezmann and Romelu Lukaku.
This new approach by PUMA is the result of behavioural research into the brands target audience; Gen Z. Football superstars Griezmann and Lukaku host full coaching sessions, giving the user the option to choose a stadium or disused warehouse to experience the session while trying out the brand’s latest footwear in store.
Jason Isenberg, Global Head of Commercial Marketing at PUMA, said: “Facilitating unique and immersive experiences is central to our long-term commercial strategy and the Skill Cube New York delivers on this in every way. This is truly a one of a kind experience and we are confident that our shoppers in the NYC Store will find it extremely engaging and compelling.”
Once inside the Skill Cube, visitors are immersed in a multi-sensory environment incorporating 270° floor to ceiling LCD content screens, graphic projection, motion sensing devices, dynamic lighting and surround sound. The floor covering is a high-quality, multi-sport, synthetic turf, designed to bring the footwear benefits to the fore by simulating authentic trial conditions, that further enhance a life-like experience.
Visitors are scored on their performance and at the end of the experience, the stadium comes alive with confetti canons, fireworks, and a cheering crowd. The Training experience transports participants into a warehouse to train with Lewis Hamilton, who takes them through three trials; ladder, jab and jump, going head-to-head with their idols to develop their skills to be forever faster.
Martyn Palmer, Digital Experience Director, added: “Our approach was to encourage engagement and disrupt ‘autopilot customer’ browsing, by introducing a highly curated approach to the experience zone, we have succeeded in creating a harmonious customer journey that mixes physical and digital interactions to elevate a positive product experience.”
In both experiences, the data captured, pulls their position through to a digital leader-board housed on a large screen within the waiting area. Post-experience, everyone who takes part in the trial will receive a personalised email and SMS message for social sharing.
Skill Cube was designed and developed by human experience design studio, Green Room.