Planning First - PUMA Oceania HQ
Axiom’s design for the Oceania PUMA headquarters is a testament to the value of in-depth planning, research and intention, even before the design process begins.
The space “strikes the balance between where we’re coming from, our heritage, and where we are heading towards as a brand, bringing together performance, sports style, our culture and innovation,” says Daniel Pustina, Managing Director of PUMA Oceania.
What stands out about the new PUMA office is how truly tailored the space feels. The only way truly personalised ideas, like flooring adorned in yellow basketball inspired boundary lines, comes to fruition is through collaborative conversations from the outset.
Having been based in Moorabbin for the past 45 years, this shift to their new Cremorne location required a complete deep dive into how the brand has evolved since then. That level of insight only comes from meaningful conversations with their team.
Kiane O’Farrel, Director of Human Resources at PUMA Oceania revealed how Axiom’s first step was in asking the PUMA team how they wanted people to feel in the new environment.
Describing how a space should feel can be difficult to put into words. However, we know that truly effective design provides value that extends beyond aesthetics. Now more than ever, it is feelings and positive associations that keep teams returning to the physical workplace.
Axiom underwent a meticulous research process which included flying out to physically experience other PUMA offices across the world, including a visit to the PUMA global headquarters in Germany. This is a level of dedication and research that results in a cohesive brand identity worldwide.
Axiom used their own wrkx INDEX™ workplace strategy tool within their planning. The tool uses AI driven occupancy sensors to collect real time data to identify workplace movement and patterns. This tool is immensely valuable in determining the right size, layout and real estate for offices planning to refit or relocate. A practical example of this is how PUMA’s meeting room access was resolved, reporting meeting room provision having changed from one room per 13.1 staff to then one per 4.8 staff.
The colour palette very subtly alludes to the sporting DNA of the brand. Whether intentional or not, green flooring moments feel reminiscent of a soccer turf, blue accent pieces resemble the colour of a tennis court and the use of a very specific shade of burnt red carries unconscious associations with a classic running track. The accent colours are sprinkled throughout flooring, accent walls and furniture moments creating visual variety and adding energy into the space.
Level 9 invites clients into an immersive showroom experience of the brand, equipped with a concierge service. PUMA’s 78 year old history, its German history, along with product stories are interwoven throughout the space. A clean, minimal layout with strategic lighting ensures the garments and products catch the eye first. Smaller displays of products have also been cleverly integrated throughout the workfloors, presenting a talking point at every turn for any guest that enters.
The PUMA Oceania headquarters is a prime example of what thoughtful and generous planning can achieve - a space that captures brand essence within feeling and aesthetic at the same time.
Credits
Workplace Strategy & Interior Design
Axiom Workplaces
Photography
Shannon McGrath