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flaunt the imperfection
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excerpt from wwd...
Thursday, March 10, 2005
Puma's Meatpacking Store Sports Fashion
By Melanie Kletter
NEW YORK — Puma has been steadily building up its fashion business in recent years, and now the company has opened its first store devoted exclusively to its sport lifestyle products.
The 2,000-square-foot boutique is located at 421 West 14th Street in Manhattan’s Meatpacking District. It showcases apparel, footwear and accessories from its higher-end labels, including the Neil Barrett-designed 96 Hours, Nuala by Christy Turlington, Mihara by Japanese designer Mihara Yasuhiro and the vintage-inspired Rudolf Dassler line produced in conjunction with Dutch designer Alexander van Slobbe, along with the new Philippe Starck collection of footwear.
The store has an open and airy feel, with sporty touches such as movable racks with big wheels that were designed by a Boston-area bicycle manufacturer. The footwear section in the back of the store is built like bleachers with ascending steps. The dressing room is located behind that area, with one wall designed with a special mesh fabric so that customers feel as if they are underneath the bleachers, Bertone noted. Bags and some footwear hang from the ceiling attached by nylon straps and carabiners, tools used by rock climbers.
“We wanted the design to be uncluttered with nothing touching the floor,” said store manager Thomas Trube.
On one wall is a graphic screen showing continuous images of ad campaigns for the lines sold at the store and each of the logos for the collections are subtly portrayed in large graphics on another wall. The store has a small black Puma sign on the front door with the panther logo and is differentiated by a black logo, as opposed to the usual red Puma logo, Trube said.
Most of the apparel and footwear retails for about $100 to $300 and these offerings are skewed toward a slightly older customer than the traditional line, Bertone noted. The store doesn’t carry any offerings from the core Puma brand.
The new Puma store is located between the Alexander McQueen and Ten Thousand Things boutiques on 14th street in what has become a major fashion neighborhood. On the same block are Jeffrey and La Perla, among a number of other fashion stores.
“This is the right location for this store,” Bertone added. “It’s at the corner of the ‘It’ neighborhood in fashion and it takes Puma into a new context.”
Thursday, March 10, 2005
Puma's Meatpacking Store Sports Fashion
By Melanie Kletter
NEW YORK — Puma has been steadily building up its fashion business in recent years, and now the company has opened its first store devoted exclusively to its sport lifestyle products.
The 2,000-square-foot boutique is located at 421 West 14th Street in Manhattan’s Meatpacking District. It showcases apparel, footwear and accessories from its higher-end labels, including the Neil Barrett-designed 96 Hours, Nuala by Christy Turlington, Mihara by Japanese designer Mihara Yasuhiro and the vintage-inspired Rudolf Dassler line produced in conjunction with Dutch designer Alexander van Slobbe, along with the new Philippe Starck collection of footwear.
The store has an open and airy feel, with sporty touches such as movable racks with big wheels that were designed by a Boston-area bicycle manufacturer. The footwear section in the back of the store is built like bleachers with ascending steps. The dressing room is located behind that area, with one wall designed with a special mesh fabric so that customers feel as if they are underneath the bleachers, Bertone noted. Bags and some footwear hang from the ceiling attached by nylon straps and carabiners, tools used by rock climbers.
“We wanted the design to be uncluttered with nothing touching the floor,” said store manager Thomas Trube.
On one wall is a graphic screen showing continuous images of ad campaigns for the lines sold at the store and each of the logos for the collections are subtly portrayed in large graphics on another wall. The store has a small black Puma sign on the front door with the panther logo and is differentiated by a black logo, as opposed to the usual red Puma logo, Trube said.
Most of the apparel and footwear retails for about $100 to $300 and these offerings are skewed toward a slightly older customer than the traditional line, Bertone noted. The store doesn’t carry any offerings from the core Puma brand.
The new Puma store is located between the Alexander McQueen and Ten Thousand Things boutiques on 14th street in what has become a major fashion neighborhood. On the same block are Jeffrey and La Perla, among a number of other fashion stores.
“This is the right location for this store,” Bertone added. “It’s at the corner of the ‘It’ neighborhood in fashion and it takes Puma into a new context.”
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. I was wondering just the other day about what happened to him.
