The newly opened Puma flagship in London is a big, bold brand statement.

It’s a huge collection of products, campaigns but also ideas, all jostling for attention within the same, giant space on one of the world’s busiest shopping streets.

And the whole experience reminded me of the fascinating and relatively modern phenomenon of the store as a test space.

Because as I wandered around, it became increasingly obvious that this wasn’t just a shop trying to sell its wares.

This was a store that was trying to learn. It’s a test space that will likely export the ideas that work to other retail spaces around the world.

Because it’s becoming all the more common, I thought I’d do a little round-up of some of the most notable examples I’ve seen on my travels over the last few years – including Puma. And I’ll briefly consider what defines them, and what might determine their success, longevity and influence.

Puma, London

Essentially, this is a flagship that plays around with every in-store trend imaginable – and pulling that off deserves enormous credit.

Currently, the entrance is devoted to events and workouts thanks to the Hyrox collaboration. Elsewhere on the ground floor is a customisation area, testing a DIY concept (a screen connected to a small printer) and a staff-led concept. There’s also a central area focused on localised storytelling, with a brilliantly tweaked London Underground cushion and digital sign.

Upstairs and downstairs, there’s more tech (lift and learn screens, gait analysis), storytelling (vintage items hidden within fitting-room style lockers) and countless activation areas.

And everything is very modular by design, with almost all central fixtures quickly moveable.

This barely scratches the surface. And in summary, while it inevitably wasn’t entirely coherent because of the range of ideas being tested, the sheer ambition of the store gives it a real sense of excitement. I think for proper Puma fans, this is a space that will deliver, despite its obvious focus on testing and learning.

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