FIRST PLACE: “PUMA Las Vegas Flagship”

Submitted by: EWI Worldwide | 📷: Joey Ungerer, Key Lime Photo

Published

5 months ago

September 4, 2025

Carly Hagedon VMSD JULY-AUGUST 2025

2025 INTERNATIONAL VISUAL COMPETITION AWARDS

In-Store Apparel Presentation

THOUGHTFULLY CRAFTED, PUMA’s Las Vegas flagship hit the jackpot with its First Place win this year for its apparel and shoe presentations. The flagship certainly makes a statement with its on-theme designs and exclusive experiences, like the 48 Club, which is accessed by VIPs using hidden QR codes and the PUMA app. The layered zones were intended to surprise and delight exploring shoppers – and generate buzz.

“Based on our learnings from our NYC flagship, we wanted to deliver something that was truly special and unique that consumers couldn’t experience anywhere else; get to know the PUMA brand more and have some fun while they’re at it,” says Russell Kahn, Sr. VP, DTC North America, PUMA.

Emphasizing its Las Vegas location, PUMA’s flagship includes roulette and poker fixture tables and a video-wall slot machine.

The visual merchandising strategy is playful with special apparel (some of which is only available in Las Vegas) displayed on bespoke roulette and poker table fixtures in the Las Vegas Zone, essentially a PUMA-themed casino. Here, a PUMA logo wall, made from 32,000 poker chips, is on display and a video-wall slot machine offers the chance to win prizes. Other touchpoints beyond the Las Vegas Zone and 48 Club include the PUMA Arcade, which features interactive games (with a spotlight on its sports products and partnerships, such as Formula-1), a customization studio and a light-infused, three-story brand wall.

The 48 Club is another area where ultra-limited product is on display for VIP shoppers. “It’s a very exclusive area of the store with one-of-a-kind product you can only get here, it’s not available anywhere else in the world,” says Kahn. “It’s super limited-edition product and meant to be the pinnacle of the brand that you can only purchase in the space – if you can get access to it. It’s a super cool hidden experience.”

PHOTO GALLERY (15 IMAGES)
📷: JOEY UNGERER, KEY LIME PHOTO

Carly Hagedon

Carly Hagedon is the Editor-in-Chief of VMSD magazine. She is a graduate of the University of Cincinnati, where she studied Journalism—Magazine Writing and American history. She also currently serves as a board member for the Greater Cincinnati Chapter of the Society of Professional Journalists (SPJ).

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