Puma’s Argentina HQ Redesign Puts “Forever Faster” to Work
Key Design Highlights
- Constraint: Upgrade work models in an existing building—without major structural changes.
- Solution: Use the Town Hall as the project’s central connector for collaboration, events, and hybrid meetings.
- Balance: Mix focus and interaction via perimeter workstations, core meeting spaces, and phone-booth acoustic buffers.
- Performance: Support culture and well-being with hybrid tech, plus daylight, views, ventilation, and acoustic comfort.
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 accessibility and an improved quality of life for employees.
Reworking An Existing Site for Modern Work and Brand Identity
For the comprehensive redesign of its headquarters, Puma entrusted Contract Workplaces with transforming the new space into an authentic expression of its brand culture, aligned with the client’s “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 converting an existing building into a workspace aligned with new work models—without major structural modifications. The design team proposed integrating collaborative, operational, and social spaces in a way that creates a fluid connection between areas and enhances the overall interior experience.
A key aspect of the process was focusing on the client’s real needs—analyzing limitations of the previous offices in order to propose improvements. This required the team to learn how the space is used, as well as what cultural and organizational changes the company needed to support. The result aligns the design with more flexible, collaborative, and people-centered work paradigms.
A Fluid Mix of Collaborative, Operational, and Social Space
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 aims to blur traditional boundaries between areas by connecting collaborative and recreational spaces through a central element: the Town Hall. Located on the ground floor and open to the outdoors, this prominent multifunctional space serves as the connector and heart of the project.
The Town Hall is equipped with technology to host everything from institutional presentations to hybrid meetings, enhancing connectivity between local and international teams. It connects directly to the dining area, supporting interaction across functions and strengthening the relationship to the outdoor patio.
This level also includes an operational area that integrates seamlessly with the rest of the program, offering flexible alternatives without compromising privacy or focus.
The upper levels are organized around a foundational structure adapted to the functional needs of each floor. Workstations line the perimeter, following the curvature of the façade. Meeting rooms and “offices for a day” are located near the service core.
Each floor features a coffee station and adjacent collaborative areas designed for relaxation, socialization, and teamwork. These zones are delineated by phone booths, which act as physical and acoustic barriers in relation to the workstations.
On the third floor, the boardroom and the CEO’s office are designed to project a strong institutional image while hosting visitors.
Lastly, fully-renovated restrooms unify spaces that were previously gender-divided, and individual stalls optimize the available area—releasing space for complementary functions such as storage or other operational needs.
Materials, Graphics, and Technology for Brand Expression
Contract Workplaces’ design team used a broad color palette to create stimulating spaces. In enclosed areas, color variety helps generate positive emotions, differentiate zones, and add character. In areas like reception and the Town Hall, a more neutral palette highlights brand elements while maintaining institutional consistency.
Textures and finishes reinforce Puma’s sporty, urban spirit, supported by graphic elements that add character without compromising functionality. Based on elements from the brand manual, the graphic design was reinterpreted to create a distinct visual identity. Rather than replicating retail-store elements, the approach uses subtle, contextual visual cues that enrich the space without overwhelming it.
A notable feature is the video wall in the Town Hall, enabling high-impact visual communication and reinforcing the brand’s message. Meeting rooms are equipped with videoconferencing systems, plug and play technology, and devices that support a smooth hybrid experience between in-person and remote interactions.
Prioritizing Well-being Through Sensory Experience
The design team prioritized 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 improve the daily experience of employees while contributing to a healthier and more sustainable building environment.
Puma Argentina’s new offices represent both an aesthetic shift and a conceptual evolution. The design embodies the brand’s identity throughout the space, creating an attractive, innovative, and flexible workplace. The end result fosters collaboration, motivates teams, and authentically celebrates the “Forever Faster” culture.
*Announcement has been edited for length and clarity.