PUMA Manchester City Store Design

PUMA X MCFC Club Store Design

PUMA asked us to design the new City Store concept at the Etihad Stadium, featuring key digital and physical experiences throughout the space that would transform it into a community hub for every fan that enters.


Fans are the foundation of every football club. We needed the space to celebrate them, encouraging a deeper connection with PUMA and MCFC through a sense of belonging and club ownership, as well as building that all-important pre-match anticipation.


A striking new club store for an iconic new partnership. Interactive, digital mirrors burst life into the space, and a Predict the Score experience builds pre-match excitement, fuelling fan conversation and shareable moments.

The space draws inspiration from the city’s vibrant culture and industrial past. One new City Store, two activations in Selfridges and five JD Sports activations, kicking off the partnership’s debut with memorable impact.