PUMA NITRO LAB
Commissioned by THE MADE COMPANY for PUMA, MM Estudio developed the original creative translation, experience design, spatial proposal and visualisation for NITRO LAB: a runner-led environment where NITRO could be tested in motion, trained with, recovered through and shared.
- COMMISSIONED BY
- THE MADE COMPANY
- FOR
- PUMA
- LOCATION
- Mexico City
- MM CONTRIBUTION
- Original Creative Translation, Experience Design, Spatial Proposal & Visualisation
Performance Needs Proof, Not Promotion.
MM translated PUMA’s running proposition into a physical experience system. Rather than presenting NITRO as a product display, the proposal made it something runners could test in motion, learn from, recover through and share with a community.
Four actions organised the visit: test, train, recover and connect.
Product trial and NITRO Performance Card.
Running practice, technique and movement.
Post-run reset and recovery support.
Community sessions and shared runner rituals.
One Continuous Spatial Journey.
MM translated the experience system into one continuous spatial journey. The running-track graphic connected arrival, product discovery, movement, recovery and social interaction through one physical language.
A Runner Journey, Not a Retail Display.
Circulation, product discovery, visual content and performance cues defined the key moments a runner passed through inside the lab.
Each original visualisation is shown next to the environment as it was built.
A System Adapted to a New Site.
Following a venue change, the original NITRO LAB system was adapted to a new site. Venue-specific adaptation and production criteria were developed by Titanio Studio for THE MADE COMPANY.
Detail from the built environment — the NITRO LAB visual system translated into signage and material.