Customization
As retailers compete to update the notion of what the retail store is, many are adding customized experiences to draw shoppers into physical locations. To this end, Puma has partnered with renowned artists and designers to bring its exclusive PUMA x YOU customization studio to the store. Consumers can customize and personalize Puma footwear, apparel and accessories using paints, dips, dyes, patchwork, embroidery, 3D-knitting, laser printing, pinning, material upcycling, and many other creative mediums. New artist residencies begin every two weeks — including collaboration partners like Sue Tsai, BWOOD, Maria Jahnkoy, Même. and Pintrill, with additional artists announced later this year.
Beginning Labor Day weekend, the store will launch ‘Chinatown Market University, where store patrons will be able to customize their PUMA apparel, footwear and accessories using Chinatown Market’s state-of-the-art printing technology. The Chinatown Market team will also be teaching classes around various DIY and customization methods. Beyond the flagship store, Chinatown Market University, a program being launched in collaboration with PUMA, will pop up in various forms through 2020.
“PUMA continues to see solid growth within North America and this new store reaffirms our commitment to this important market,” said Bob Philion, president of Puma North America. “From visitors that come to experience this iconic city, to lifelong New Yorkers, we’re excited to open our doors in a vibrant and diverse community that aligns with our ‘Forever Faster’ mentality.”