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.
One Shared Core. Multiple Ways to Participate.
NITRO LAB connected product trial, performance training, recovery and runner community through one continuous journey.
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.
The original proposal used circulation, product discovery, visual content and performance cues to turn the venue into a continuous runner journey.
The original proposal established the running-track language, high-contrast yellow and black palette, product moments and photo interaction that connected retail with performance.
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.
The final environment brought the NITRO LAB system into a live retail and brand-experience setting, connecting product, circulation, signage and social moments through one recognisable language.
Detail from the built environment — the NITRO LAB visual system translated into signage and material.
