Being a social brand is a highly valued attribute of many successful companies. By being social it increases consumer trust in the brand and transparency of your image. It also allows consumers to feel more engaged with the brand itself.
Puma have recently taken on this logic and developed a social club based around the brand. This space allows people with similar brand interests to hang out in a relaxed environment. The space also features a cafe, which again builds on the social environment created by Puma.
To tie everything back to the brand, Puma have placed products of theirs around the room and from the roof to associate everything to the brand while not impeding upon the social environment they’ve created.
Will it work? or will it just be viewed as an extended version of a clothes store providing customers with no other real reason to go there?
More photos can be found here.