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Puma’s revamped Soho store goes interactive


Puma store

Puma’s Soho store (521 Broadway, at Spring Street) had its grand re-opening last week after a major redesign. And the newly tricked-out space is full of fun tech innovations meant to upgrade your fitness fashion shopping experience.

You’ll find iPads mounted on most of the sneaker displays, so that if the store doesn’t have those shiny hi-tops in your size, you can order them with just a few screen taps. A giant grid of flat-screen TVs covers a front wall, where video and photos showcase how fly you’ll look in those running shorts.

Puma Soho Store
You can play games and record videos of yourself on this wall in the renovated Puma store.

And, if you have spare time, you can record a 10-second video of yourself with Mac-Photo-Booth-like filters applied (comic book, anyone?) on a wall grid of small screens and cameras. You can even play a digital version of “Memory” where you try to find matching pairs by tapping the screens.

The store also got a few New York-centric decor details, like dressing rooms interiors that riff on the subway, and it’s still stocked with a huge selection of the brand’s fitness and lifestyle apparel and footwear.

One complaint: Puma relegated the entire women’s department to the basement level. Something we noticed at the new Nike store, too. Our fitness wear deserves some daylight, too!

Puma, 521 Broadway, at Spring Street, Soho, www.puma.com