Brief: To immerse shoppers in a seamless mix of technology, art, and creativity, the store had to offer opportunities for shoppers to engage directly with the brand through apparel customization.

Challenges: Build awareness through brand storytelling and personalization. F1 racing isn’t as popular to North Americans as it is in Europe.

Solution: A virtual racing experience set on the streets of NYC, rendered at scale in PUMA’s new flagship store. The PUMA Motorsports Experience features specially designed F1 simulators, leaderboards, registration kiosks, race, and data live streams as well as a mobile microsite.

Role: I was in charge of the overall Design Direction and execution of the NYCGP Digital Installation, working closely with the UX Designers, 3D Artists, Animators and Developers.

  • Projectpuma f1 experience
  • Clientpuma
  • Agencymediamonks
  • Year2019
  • RoleDesign Director
  • Type of workBranding + retail + Web Design


  • sebastiaan scheer
  • maria biryukova
  • Jeroen Hol-Souhuwat