NewsRetail

PUMA Flagship Store in New York City Sets New Benchmark for Interactive Retail

The 18,000-square-foot, two-story space exemplifies how immersive tech and digital integration are transforming modern retail experiences.

Published: Nov 19, 2025 3:34 PM Updated: Jun 8, 2026 1:53 AM

By Alyssa Jade Mann

NewsRetail

Add RETAILBOSS as Preferred Source

NewsRetail

PUMA Flagship Store in New York City Sets New Benchmark for Interactive Retail

The PUMA Flagship Store on Fifth Avenue, New York City, has been recognized as the best retail store for interactive technology and customer engagement in 2025. Spanning 18,000 square feet across two floors, this flagship location is a showcase of how immersive tech, dynamic merchandising, and seamless digital integration are redefining the shopping experience for global brands.

Why PUMA’s Flagship Store Stands Out The PUMA Flagship Store leverages cutting-edge digital tools to create a highly personalized and interactive journey for shoppers. From the moment customers enter, they are greeted by a blend of physical and digital retail innovations that set a new standard for engagement.

The store’s design incorporates augmented reality (AR), virtual reality (VR), smart mirrors, and AI-powered kiosks, all engineered to deliver a seamless, memorable shopping experience.

According to Bjoern Gulden, CEO of PUMA SE, the store’s launch in Manhattan reflects the brand’s commitment to pushing the boundaries of sports, fashion, and technology.

“I believe investing in this new store, in one of the fastest-paced cities in the world, will help us in our pursuit to be the fastest sports brand in the world,” Gulden stated…

Members-only article

Unlock the rest of this story

Join free to keep reading RetailBoss news coverage, industry analysis, and market intelligence.

Company

Account name Used publicly if you comment. We encourage your real first name.

Password

Send me RetailBoss newsletter emails through Substack. I can unsubscribe anytime. Confirm that I want to create a free RetailBoss account.

Free access. No credit card required. Your account is created after you verify your email.

RetailBoss is an independent global news publication and business insights platform built for executives, founders, operators, analysts, marketers, investors, and brand leaders. Our reporting covers the retail shifts across luxury, fashion, beauty, technology and marketing strategy.

Since: 2011
Audience: 50 Million+
Coverage: Global Markets

Our editorial stance

We prioritize news value, evidence, attribution, and practical relevance to retail decision-makers. Sponsored work is identified, and editorial coverage is kept distinct from commercial partnerships.

More from News

Bobbi Brown Launches Desert Dreamer With a Six-Shade Lip Tint Liner

Bobbi Brown Cosmetics has introduced Desert Dreamer, the second collection by its Global Artistic Director Hannah Murray, with a new Lip Tint Liner available globally for the first time. The hybrid liner-stain comes in six shades inspired by natural lip tones, according to the brand.

BeautyNews

Alyssa Jade Mann1 day ago

Diptyque Brings Its Body-Care Collection to a Shanghai Pop-Up

Diptyque is presenting Les Rituels de Soin at a pop-up in Shanghai’s Somekh Building through September 13. The temporary space introduces its fragranced body-care collection through a concept inspired by ancient Greek and Roman bathing traditions.

BeautyNews

RETAILBOSS Team1 day ago

Van Cleef & Arpels Brings an Artist-Designed Spring Garden to Sydney

Van Cleef & Arpels has brought a spring-themed garden to Martin Place in Sydney, collaborating with French artist Charlotte Gastaut on an installation running September 3–13. The house is pairing the illustrated setting with creative activities and special events in the city’s central business district.

FashionLuxury

Shipra Bohara1 day ago

Coty Connects Chloé Le Parfum’s Sephora India Launch With a Mumbai Experience

Coty marked the launch of Chloé Le Parfum at Sephora India with a gathering in Mumbai, bringing beauty and fragrance voices together around the perfume. The event paired a dinner-table presentation with a custom-charm activity, according to the company.

BeautyMarketing

Ifrah Nadeem1 day ago

View all News

Recommended Articles

Gucci Joins Kering’s Fifth Caring for Women Dinner in New York

Gucci brought friends of the House together in New York for the Kering Foundation’s fifth Caring for Women dinner, connecting its fashion community with fundraising for organizations supporting women and children affected by violence.

EventsLuxury

RETAILBOSS Team1 day ago

sacai TO GO Blends Fashion, Food and Collectibles at Le Bon Marché

sacai has brought TO GO to the second floor of Le Bon Marché Rive Gauche, combining fashion, food and collectible objects in a pop-up running August 29 through October 11, 2026. The installation forms part of the Paris department store’s Super Japon program.

NewsRetail

Shipra Bohara1 day ago

Duolingo mascot at the Canal Street activation

Duolingo Turns Fashion-Name Pronunciation Into a Seven-Piece NYFW Collection

Duolingo brought its language-learning identity into New York Fashion Week with The Phonetic Collection, a seven-piece capsule created with New York designer Megan O’Cain. The concept turns the pronunciation of familiar fashion names into the subject of a fashion activation.

FashionMarketing

Jeanel Alvarado1 day ago

Beyond Yoga Opens in Scottsdale and Adds a Four-Month New York Pop-Up

Beyond Yoga has opened a store in Scottsdale, Arizona, and a four-month pop-up in New York City, pairing two retail openings with new approaches to staffing and execution. Danielle Zingler, the brand’s head of stores, outlined the operational milestones behind both locations.

NewsRetail

Alyssa Jade Mann1 day ago

Canada Goose Brings Its New Store Concept to Nanjing After European and North American Pilots

Canada Goose has brought its new store concept to Nanjing, China, extending a design approach previously piloted in Europe and North America. Roco Wong, the company’s vice president of global store development, shared the new location as the next step in that rollout.

NewsRetail

Ifrah Nadeem1 day ago

Calvin Klein mobile retail store on campus

Calvin Klein Takes a Mobile Retail Store to College Campuses With CNC Agency

Calvin Klein brought shopping directly to students at the University of Pennsylvania and The George Washington University through a Back to Campus Tour developed with CNC Agency’s CNC College team. A mobile retail store anchored the activation, placing the brand within the campus environment.

MarketingNews

Alyssa Jade Mann1 day ago

Vegamour haircare products arranged against pink tiles.

Belle Brands Acquires Vegamour, Adding Hair Wellness to Its Portfolio

Belle Brands has acquired Vegamour, adding the haircare business to a portfolio that includes JVN Hair, Pipette, KVD Beauty and Versed. The Windsong Global-backed platform announced the deal on September 9 without disclosing financial terms.

BeautyNews

Shipra Bohara1 day ago

Tommy Hilfiger seated between two models wearing his Macy’s collection.

Bloomingdale’s Leads Macy’s Growth as Group Raises Annual Outlook

Macy’s raised its annual outlook after second-quarter sales increased 1.1% to $4.9 billion, with its luxury nameplates growing faster than the core Macy’s business.

BusinessFashion

Shipra Bohara1 day ago

View all News

Top 10 Brands Expanding into the US in 2026

PUMA Flagship Store in New York City Sets New Benchmark for Interactive Retail

The 18,000-square-foot, two-story space exemplifies how immersive tech and digital integration are transforming modern retail experiences.

Unlock the rest of this story

More from News

Bobbi Brown Launches Desert Dreamer With a Six-Shade Lip Tint Liner

Diptyque Brings Its Body-Care Collection to a Shanghai Pop-Up

Van Cleef & Arpels Brings an Artist-Designed Spring Garden to Sydney

Coty Connects Chloé Le Parfum’s Sephora India Launch With a Mumbai Experience

Recommended Articles

Gucci Joins Kering’s Fifth Caring for Women Dinner in New York

sacai TO GO Blends Fashion, Food and Collectibles at Le Bon Marché

Duolingo Turns Fashion-Name Pronunciation Into a Seven-Piece NYFW Collection

Beyond Yoga Opens in Scottsdale and Adds a Four-Month New York Pop-Up

Canada Goose Brings Its New Store Concept to Nanjing After European and North American Pilots

Calvin Klein Takes a Mobile Retail Store to College Campuses With CNC Agency

Belle Brands Acquires Vegamour, Adding Hair Wellness to Its Portfolio

Bloomingdale’s Leads Macy’s Growth as Group Raises Annual Outlook

What are you looking for?

Start exploring

Unlock the rest of this story

More from News

Recommended Articles

Sign up for RetailBoss Daily Newsletter