Renaissance Men SA: Affair: PUMA Digs Egoli – Braamfontein Store Opening

So being based in Cape Town has its downside every blue moon or so. Recently, PUMA launched its new Retail 2.0 store design with their flagship store in Braamfontein. PUMA digs Egoli was the theme, very fitting, considering so many of us know Johannesburg aka Johustleburg aka Joburg aka Jozi as the City of Gold.

The store opening was held 25 August, it a street location in Braamfontein, corner of De Korte and Melle Streets, to be exact. The PUMA store in Braamfontein is equipped with trending store elements such as a PUMA Social area and DJ mixing station. There’s also a peep show to surprise shoppers in the change-rooms and there’s even an unSMARTphone.

“PUMA is very excited to open our first PUMA Store in the Johannesburg area,” said PUMA South Africa’s Marketing Director Brett Bellinger. “We have carefully selected Braamfontein for this venture as we believe the mix of students and hipsters perfectly fits the offering that we have at the PUMA Store.”

PUMA has also acknowledged Johannesburg’s rich mining history into the PUMA Store design by introducing some references to mining, including a dominant Brand Wall made up of mining helmets; footwear housing elements made to look like mining elevators; and finally the iconic PUMA CAT statues that wait on guard at the store entrance have been sprayed gold.

“We know that the consumers that the Braamfontein area attracts love the PUMA Brand. SouthPoint and Adam Levy of Play Braamfontein have curated a mix of consumers and tenants in the area which happens to suit the PUMA Brand perfectly. In short, we like them and they like us! Our aim with this PUMA Store is to provide more streetwear-oriented product with limited releases and must-haves forming an important part of the offering in the store. We look forward to welcoming all the friends of PUMA through our Braamfontein doors,” added Bellinger.

Here are some pics from the new store and launch party…