Puma, New York, USA

The Skill Cube


AV Design & Bespoke Development


9 Months


The Client 

A Sports Fashion Icon   

The third largest sportswear manufacturer in the world, Puma is a globally known German multinational corporation that designs and manufactures athletic and casual footwear, apparel and accessories, headquartered in Herzogenaurach, Bavaria, Germany.


the brief 

A personalised customer experience

The brief was set to design and build a unique immersive environment which would bring the Puma brand ambassadors alive in life-size form, and place them in front of the users to allow them to be trained and guided by them in a host of sporting and training based activities. This unique environment needed to be able to seamlessly switch from training into football to cater for the different disciplines the brand ambassadors provided. Respected for their training regimes and prowess, athletes Lewis Hamilton, Antoine Griezmann and Romelu Lukaku host coaching sessions that transport customers either to a virtual football stadium, or a disused warehouse; an experience specifically designed to deliver the best authentic footwear trial whilst still in-store. The process from logging in through to completion of the training tasks had to be fully automated, with the users position in the space tracked at all times so that the correct content could be presented at the right moment and so the users interactions could be judged so that a unique score and feedback could be provided. 



The challenge 

Immersed in a multi-sensory environment

In partnership with Green Room, we delivered the end to end design and project management of all technical aspects of the space, from the video and audio, through to lighting and bespoke software development. We undertook and hosted mock-up tests within the UK to allow trial and testing over the environment, the content and the software development. All development was undertaken in house with the software coded from scratch for this unique experience. Once inside the Skill Cube, visitors are immersed in a multi-sensory environment incorporating 270 degree floor to ceiling LCD content screens, graphic projection, motion sensing devices, dynamic lighting and surround sound designed and developed by Recursive. 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.  




“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."

Jason Isenberg, Global Head of Commercial Marketing at Puma



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