Puma, one of the world’s leading sports brands, continues its growth in Argentina with the renovation of its office building located in Pilar, a district in the Buenos Aires metropolitan area that offers great accessibility and an improved quality of life for employees.
For the comprehensive redesign of its headquarters, Puma entrusted Contract Workplaces with the task of transforming the new space into an authentic expression of its brand culture, aligned with the Forever Faster campaign. The goal was to create an experience connected to the company’s values, redefine work methodologies, and promote a more collaborative, agile, and attractive organizational culture for employees.
The main challenge was to convert an existing building into a workspace aligned with new work models without making major structural modifications. The aim was to harmoniously integrate collaborative, operational, and social spaces, creating a fluid connection between areas and enhancing the overall experience. A key aspect was to focus the design on the client’s real needs, analyzing the limitations of their previous offices in order to propose a superior solution. This required understanding not only the use of space, but also the cultural and organizational changes the company needed to support—aligning the design with more flexible, collaborative, and people-centered work paradigms.
Architectural Design
The project spans over 1,600 m² and is based on three fundamental concepts:
Motivating through space using color and materials
Conveying movement and dynamism with an innovative and stimulating spatial layout
Evoking the brand’s history and essence with gestures that reinforce its identity
From a functional perspective, the layout design aimed to blur traditional boundaries between areas, connecting collaborative and recreational spaces through a central element that acts as the connector and heart of the project: the Town Hall. This space, located on the ground floor and open to the outdoors, has a prominent and multifunctional character. It is equipped with technology to host everything from institutional presentations to hybrid meetings, enhancing connectivity between local and international teams. It is directly connected to the dining area, improving interaction among functions and their connection to the outdoor patio.
This level also includes an operational area that integrates seamlessly with the rest of the program, designed to offer flexible alternatives without compromising privacy or focus.
The upper levels were organized based on a foundational structure adapted to the functional needs of each one. Workstations were placed along the perimeter, following the curvature of the façade, while meeting rooms and offices for a day were located near the service core. Each floor features a coffee point and associated collaborative areas designed for relaxation, socialization, and teamwork. These zones are delineated by the phone booth volumes, which act as physical and acoustic barriers in relation to the workstations.
On the third floor, the boardroom and the CEO’s office were incorporated, designed to host visitors and project a strong institutional image.
Lastly, the restrooms were completely renovated, unifying the previously gender-divided spaces and introducing individual stalls to optimize the available area. This reconfiguration allowed for the release of space for complementary functions such as storage or other operational needs.
Materials, Art, and Graphics
A broad color palette was used to create stimulating spaces. In enclosed areas, color variety was intended to generate positive emotions, differentiate zones, and add character. In areas like the reception and Town Hall, a more neutral palette was chosen to highlight brand elements while maintaining institutional consistency.
As for materials, textures and finishes were selected to reinforce Puma’s sporty and urban spirit, with graphic elements that add character without compromising functionality. The graphic design, based on elements from the brand manual, was reinterpreted to achieve a distinct visual identity. Instead of replicating elements already present in retail stores, a more subtle and contextual approach was taken, using visual cues to enrich the space without overwhelming it.
Technology
One of the most notable technological features is the video wall in the Town Hall area, which enables high-impact visual communication and reinforces the brand’s message. Meeting rooms are equipped with videoconferencing systems, plug & play technology, and devices that facilitate a smooth hybrid experience between in-person and remote interactions.
Sustainability and Well-being
The design prioritizes employee well-being through strategies such as maximizing natural light, providing outdoor views, enhancing effective ventilation, and ensuring acoustic comfort, especially in enclosed rooms and focus zones.
These decisions not only improve the daily experience of employees but also contribute to creating a healthier and more sustainable environment.
Puma Argentina’s new offices represent not only an aesthetic but also a conceptual evolution. The design embodies the brand’s identity in every corner, creating a workspace that is attractive, flexible, and innovative. It fosters collaboration, motivates teams, and authentically celebrates the Forever Faster culture.
