Designing key digital and physical experiences within the new City Store experience, to coincide with PUMA’s new partnership with Man City.

This concept centres on bringing City fans into the fold. Inspired by the city’s diverse and vibrant culture, the space was designed to create a dynamic store experience that taps into Manchester’s infamous music scene.

Four key areas where designed within the new City Store; windows and external façade graphics, a giant landing zone on the ground floor, an interactive boot wall and the stairwell and lift zone which runs to the kid’s department at the start of the club tour.

The store fascia was transformed on both sides with a huge vinyl wrap, drawing people in from key transport links as they approach the stadium, while the global window campaign has been adapted with four premium windows to promote the new Home and Away kits. Inside a new landing zone spans the full width of the store and uses digital mirrors, ambient content and animated overhead lighting to draw the eye in and then out to category. The landing zone also provides a stage to tell four key stories at any time. For launch, this was dedicated to Home Kit, Away Kit, Customisation and Predict the Game; a new touch screen game for fans to play in-store that pulls through game data once the new season kicks off.