Green Room and PUMA Launched a New City Store Experience
Grace Mahas — July 11, 2019 — Marketing
References: greenroomdesign & sports-insight
Green Room and Puma have partnered to launch an all-digital experiential element for its newest City Store in Manchester. The launch arrived just in time for PUMA's new partnership with Manchester City and was inspired by the city's vibrant and diverse culture.
The event includes four areas: "windows and external facade graphics, a giant landing zone on the ground floor, an interactive boot wall and the stairwell and lift zone." The store has been transformed with large vinyl wraps that attract individuals at key transportation links as they approach the stadium.
The experiential event will focus on new touch screen games that fans can play in-store, including 'Home kit,' 'Away Kit,' 'Customization,' and 'Predict the Game.' This dynamic store experience will sure to garner consumer loyalty and tribalism.
The event includes four areas: "windows and external facade graphics, a giant landing zone on the ground floor, an interactive boot wall and the stairwell and lift zone." The store has been transformed with large vinyl wraps that attract individuals at key transportation links as they approach the stadium.
The experiential event will focus on new touch screen games that fans can play in-store, including 'Home kit,' 'Away Kit,' 'Customization,' and 'Predict the Game.' This dynamic store experience will sure to garner consumer loyalty and tribalism.
Trend Themes
1. All-digital Experiential - The partnership between Green Room and PUMA in launching an all-digital experiential element for its City Store in Manchester presents opportunities for immersive customer engagement.
2. Interactive Touch Screen Games - The inclusion of touch screen games like 'Home kit,' 'Away Kit,' 'Customization,' and 'Predict the Game' in PUMA's City Store highlights the potential of interactive experiences in driving consumer loyalty.
3. Vibrant Vinyl Wraps - The use of large vinyl wraps at key transportation links near the PUMA City Store in Manchester demonstrates the disruptive potential of immersive visual branding strategies.
Industry Implications
1. Retail - The Green Room and PUMA collaboration showcases how the retail industry can leverage immersive digital experiences to enhance customer engagement and drive sales.
2. Sports Apparel - PUMA's all-digital City Store concept highlights the opportunities for the sports apparel industry to create interactive shopping experiences that resonate with fans and build brand loyalty.
3. Marketing and Advertising - The use of vibrant vinyl wraps and interactive touch screen games in the PUMA City Store exemplifies innovative marketing and advertising tactics that engage customers on a deeper level.
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