THE ASK
Puma came to Faculty to elevate the in-store experience across their retail locations, starting with their Fifth Avenue flagship in New York. What began as a single activation grew into an ongoing creative partnership spanning multiple projects and locations — each one asking Faculty to find a new way to turn retail space into something worth experiencing.
Faculty developed a series of interactive and multimedia installations designed to reward exploration. A holiday light installation invited shoppers to trigger animations rippling across two stories of retail space. An interactive paint frame turned customers into contributors. An immersive environment placed classic Puma footwear in the cultural moment of its origin. And in Chicago, Faculty transformed 3,000 square feet of raw space into a playful, sensory pop-up built around the Dua Lipa x Puma collaboration, timed to Lollapalooza, in five weeks.
THE APPROACH
The Spark - Faculty led shoppers on a light-filled journey across two stories of retail space, placing interactive moments throughout the store that triggered dynamic animations — turning holiday shopping into something worth lingering in.
Forever Better - Faculty built a 2,400 square foot dedicated home for Puma's sustainability collection, constructed from recycled and sustainable materials, designed to show Puma's environmental commitments rather than simply stating them.
Pixel City - Faculty created a 150 square foot modern time capsule pairing each classic Puma silhouette with the objects, technology, and cultural media that inspired it — an interactive origin story for some of the most iconic shoes in the brand's history.
Color Outside the Lines - Faculty built a 200 square foot art studio inside the store, putting an interactive paint frame at its center where customers create abstract art through movement and gesture — their work appearing in real time as part of the store's own decor.
Flutur - In five weeks, Faculty transformed 3,000 square feet of raw space on North Michigan Avenue into a playful, sensory pop-up built around the Dua Lipa x Puma collaboration, timed to draw Lollapalooza's 400,000 attendees through the door.
THE RESULT
The Chicago pop-up alone drew 5,000 attendees and generated over 20 million impressions across four days. Back in New York, Puma kept coming back. Across six to eight months Faculty delivered multiple activations for the NYC flagship and key satellite locations nationwide. The work expanded because it performed, not just in numbers, but in the quality of the experience it created for people inside the space.
