Puma Design & Branding PUMA STORE HARAJUKU by Non-Grid

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Industry Sportswear, Athletic Footwear & Accessories
Media Design & Branding
Market Japan
Agency Non-Grid
Director Arata Kanbayashi
Creative Director Hiroshi Koike, Koichiro Kido
Released September 2010

Credits & Description

Category: Offline Digital Design
Advertiser: PUMA JAPAN
Agency: NON-GRID
Date of First Appearance: Sep 24 2010
Entrant Company: NON-GRID, Tokyo, JAPAN
Entry URL: http://puma-harajuku.non-grid.jp/award/en/
Creative Director: Hiroshi Koike (NON-GRID)
Creative Director: Koichiro Kido (PUMA Japan)
Art Director/Designer: Takanori Nishi (NON-GRID)
Director: Arata Kanbayashi (NON-GRID)
Technical Director: Masanori Mori (NON-GRID)
Technical Director/Developer: Noriko Matsumoto (NON-GRID)
Developer: Taku Ichihara (NON-GRID)
Developer: Teruo Nakanishi (NON-GRID)
Developer: Takuya Shiraishi (NON-GRID)
System Engineer: Jun Kuriyama (S2 Factory)
System Engineer: Shu Takano (S2 Factory)
Assistant: Yuichiro Katsume (NON-GRID)
Assistant: Tatsuya Oka (NON-GRID)
Media placement: N/A - N/A - N/A

Describe the brief from the client
The Puma Store Harajuku (Tokyo) reopened in 2010, centered around the theme of "JOY". For the reopening, they wanted to have a unique offering that allowed customers to have a singular and fun experience while shopping. In response to this challenge, we provided this interactive digital signage which enhances communication between the store staff and customers while being FUN to use! 

Describe the challenges and key objectives
We aimed to meet the goal of increasing store recognition and for the client to increase customers by innovating this system. We believed this new technology would attract people and spread information through either media or by word of mouth to bring new and repeat customers to the store and online store. Since Harajuku is a big tourist spot, our challenge was to design the system and interface to be simple for customers of all ages and nationalities. We made the UI as easy-to-use as possible and reinforced the brand through use of their key color ‘red’.

Describe how you arrived at the final design
In designing it to be as simple as possible for all customers, we researched general customers’ behaviour at the real store to apply it to the navigation process. For example, the virtual fitting function allows customers to search from product categories or colour variations, just as in real life. Based on the simple and useful design, we had many running tests to establish the perfect layout of control buttons on the interface to suit the average height. The system was also designed for smooth and stress-less motion, even the full high definition images.

Give some indication of how successful the outcome was in the market
The Interactive Mirror is such a unique and innovative product, it is attracting attention from all areas. Fashion related magazines and TV shows of all kinds have featured the device. Thanks to the Meet New Friends! feature, users have shared looks online which has led to increased footfall to the store. Also, the client has been able to obtain valuable customer and marketing data from the upload images.