Puma x Formula 1 was shortlisted by Ross Hunter, Director of Graven Images, for the Retail Design Student Awards 2022.
Project/Proposal:
Modular Pop-Up Store that aims to create an impactful political statement.
Creating an immersive retail experience embedded with forms inspired by the speed and slick aerodynamics of Formula 1. Echoing the atmospheric sound of the cars hurtling around the track.
Temporarily situated in Grand Prix's across the world, the Store targets sports fans with a high-end fashion edge.
Static electricity illuminates the retail space at night, encouraging tactile interaction through touch, The current stimulates fast ever-changing patterns of light.
The space inspires excitement about sport, interweaving Puma's roots in forming active lifestyles and advocating for equal opportunity.
Competition Submission A1 Posters
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"1.5% OF ALL LICENSED MOTORSPORTS DRIVERS WORLDWIDE ARE FEMALE"
The Store capitalises on Puma’s domination of Formula 1 to push the brand to the forefront of creating a more inclusive sport.
It aims to foster conversations between industry leaders to actively invest in diversifying participation in motorsports. Utilising Puma’s platform and existing partnerships with the likes of Ferrari and Mercedes to encourage sponsorships of female athletes, such as 2019 W-Series champion Jamie Chadwick, improving access into the highest class of racing.
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Video of static electricity, the proposed material for the undulating shoe display. The form will be made of glass, within the electricity will create fast ever changing patterns of light.
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Floorplan
Three zones, upper left is dedicated to online order collection, lower left is the retail display area. The right contains a branded exhibition.
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Exploded Diagram
Reconfigurable components can be applied to any Puma store/retailer. Adaptable to suit changing collections and unifying a recognisable aesthetic across physical retail displays.
Specialising in innovatively showcasing Puma footwear through movement in the undulating shoe display.
Customers collect online orders from dedicated lockers. Opposite, a staff storage area for stock/personal items.
Fans are drawn into the retail display space, they pay through an App or contactless payment.
Staff are available for product assistance and expressing the stores principles.
In the exhibition zone, 20 suspended Puma’s represent each Formula 1 seat. As female drivers join the formation, the colours alter one by one.
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Brief/Considerations:
Foster new ideas for established brands and retailers against a backdrop of radical change in the way we buy and experience shopping, with a focus on a physical space blended with the digital. Innovate to excite customers, build a role in the community and consider the responsibilities of a global brand today.
Participate in external engagement with the client/brand. Communicate and pitch your concept to a wider audience.
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Research/Development/Inspiration:
(some images not my own)
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Materiality/Furnishings/Inspiration:
(some images not my own)
