Global sports brand PUMA has opened a new North American headquarters in Somerville, MA, consolidating more than 400 employees from two former offices under one roof. Designed by Gensler, the campus offers 150,000-square-feet of flexible office area to allow collaboration to take place across all levels of the organization.
A curated program of area types and amenities in the workplace enables staff to conduct business efficiently and promote company culture. “I think just bringing these two groups together was the critical first step in creating a cohesive community. It was about creating a true heart of the campus, an energized and dynamic hub,” said Alfred Byun, design director at Gensler.
The PUMA Café features an adaptable stage and terraced platform stair, a key area for events. From fashion shows to company-wide town halls, Byun noted the stair acts as a central link. “When we were designing the stair, the internal team called it the treehouse, because it connects different parts of the organization. We also carved out an area underneath to serve as a meeting space. All of these elements come together here, and it serves as a platform for activities.”
At the start of the project, the group from Gensler conducted a series of visioning sessions with PUMA representatives from a number of teams and departments. The consensus was that headquarters should be a place to support continued growth while accommodating a range of functions. “The workshops were invaluable. We wanted to make sure each setting was appropriate and that they would align with the work behaviors that are unique to PUMA,” Byun noted.
While group tasks are highlighted, there are also sections within the office for focused work or quiet time. From single booths to larger conference rooms, Byun explained that employees can select which ones best meet their needs. “There are privacy pods, which an individual can use to plug in and work on their laptop, free of any distractions. We also incorporated what we call one-on-one rooms, where a couple of people meet for mentoring and conversation. It’s a little more elevated than a basic Zoom room.”
The atelier-inspired design floor takes cues from couture workrooms, complete with a materials library, and resources for sewing and patternmaking. The makerspace includes the latest 3D printers and other digital tools. Just as connection with colleagues is vital in the workplace, on the design floor, the Puma creatives interact with fabrics and other elements.
“On the design floor there’s a focus on the physical connection with materials. This is the place where fabrics are tested and played with. The sections are laid out like a studio or a fashion house. And then you have all of this new technology in the makerspace,” Byun said. “On this floor it’s about everything from old school to the future, and we brought it all together in a wonderful way.”
When it came to their own material selections, Byun and his colleagues prioritized subtlety over splash. They decided a riot of color or pattern would detract from the products displayed throughout the headquarters. “We were definitely inspired by this honest expression of material. That meant using what I think of as grounding elements — wood, metal, and concrete. As we layered, we made sure we didn’t go over the top. There’s a delicate balance of color and materiality.” he added.
There was deliberate pairing down, Byun explained, in keeping with the PUMA aesthetic. “If you think about athletic-inspired elements, they tend to be more technical, more streamlined. Nothing is too decorative, but has a sporty vibe.”
Amenities are plentiful, from a company store filled with athletic apparel and shoes, to a roof deck bar with panoramic views of Boston. Each perk was carefully selected, a reflection of the ethos rather than an afterthought. It’s a strategy that is essential to attracting and retaining top talent. “The amenities are going to draw people back to the office. When employees do come in now, it almost has to be a special event,” Byun said.
PUMA has long been synonymous with athletics, so Byun noted that the fitness center was a must-have for novices and workout enthusiasts alike. “We made sure there was access to the roof from the gym. Fitness is evolving, it is not just about people hitting the weights, but engagement and taking classes.”
For Byun, the headquarters is more than a collection of interiors. “There’s energy flowing through the office constantly. It’s what’s happening inside, not the graphics or colors on the walls, that bring the brand to life.”