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Puma SoHo Flagship Receives A.R.E. Outstanding Merit | VCS

VCS-Corp. receives the Outstanding Merit Award from Association for Retail Environments.

The SoHo flagship store for the sportswear retailer references New York City’s culture and history through exposed concrete floors, existing granite and brick walls, and locally designed and fabricated cast iron details, custom mosaics, and subway tiles.

Key elements in the long and narrow 5,000-square-foot space center around the central catwalk shoe presentation and iron-railed, open staircases that visually stretch the space and lead the eye through the store. Wood slats and the pixelated red branding wall emphasize directionality. Neon signs aid wayfinding, such as the “Kicking Legs” in the women’s section—a lighthearted nod to New York’s cabaret scene.

Other playful elements include “un-smart” phones that ring as shoppers approach and offer playful messages when picked up and iPad “peep show” enclosures that display videos when opened.

Project Details