Fashionable Flooring

Acustom metallic floor with three-dimensional overtones reflects the very modern aesthetic of PUMA’s new store design program. The fast-growing sports lifestyle brand wanted a high-tech looking floor, one that would complement the sleek goods on display and give a unique flair to the space.

The solution turned out to be a specialty epoxy surface that utilizes a special blend of metallic aggregates and epoxy resins. The floor made its first appearance in the United States last year, at PUMA’s Manhattan flagship, and has since been featured in several other locations. It is the specification for all new PUMA stores in the United States going forward.

The floor was developed by Floor Seal Technology, in conjunction with Mapei, an Italian chemical and cement manufacturer that develops materials for the flooring industry. It is made of different layers of resins, and can be installed over cement or wood.

“An Italian designer worked with Mapei to create the original concept, and we helped develop the American version,” said Bill Clyne, CEO, Floor Seal Technology, Milpitas, Calif. “The floor gives PUMA a unique look, and really sets off the rest of the store.”

Installation is critical. The floor is installed with a wavy and gritty trowel method, which results in the three-dimensional effect. A clear epoxy topcoat protects the appearance and integrity of the floor, while providing an easily maintainable surface.

Types of Flooring Used


Source: Chain Store Age/Leo J. Shapiro & Associates
  All stores 2007 Drug store 2007 Supermarket 2007 Department store 2007 Home center 2007 Specialty apparel 2007 Big-box store 2007 Hard lines specialty 2007
Vinyl 71.9% 100.0% 68.2% 55.6% 75.0% 73.9% 75.0% 50.0%
Carpet 61.5 100.0 36.4 100.0 33.3 82.6 50.0 50.0
  Wall to wall 22.9 12.5 0.0 77.8 8.3 43.5 18.8 0.0
  Modular carpet tile 17.7 50.0 18.2 0.0 16.7 13.0 12.5 33.3
  Both 18.8 25.0 18.2 22.2 8.3 21.7 18.8 16.7
  Not reporting 2.1 12.5 0.0 0.0 0.0 4.3 0.0 0.0
Concrete 61.5 50.0 72.7 55.6 75.0 47.8 62.5 66.7
Ceramic tile 57.3 62.5 68.2 77.8 33.3 65.2 50.0 16.7
Wood 32.3 0.0 13.6 55.6 16.7 60.9 37.5 16.7
  Wood laminate 10.4 0.0 4.5 22.2 0.0 17.4 18.8 0.0
  Solid wood 7.3 0.0 0.0 11.1 0.0 8.7 18.8 16.7
  Both 13.5 0.0 9.1 22.2 16.7 30.4 0.0 0.0
  Not reporting 1.0 0.0 0.0 0.0 0.0 4.3 0.0 0.0
Stone 17.7 0.0 13.6 44.4 8.3 30.4 12.5 0.0
  Natural (e.g., granite or marble) 6.3 0.0 0.0 0.0 0.0 17.4 12.5 0.0
  Synthetic stone 3.1 0.0 4.5 22.2 0.0 0.0 0.0 0.0
  Both 6.3 0.0 9.1 11.1 8.3 8.7 0.0 0.0
  Not reporting 2.1 0.0 0.0 11.1 0.0 4.3 0.0 0.0
Other 3.1 0.0 0.0 0.0 8.3 4.3 0.0 16.7

“The floor is like an acrylic painting spread with spatulas,” Clyne explained. “It starts with a silver paste. One-eighth inch of clear resin is poured over this silver texture to make the floor level, while providing the textured look.”

Floor Seal is responsible for the installation.

“We have a designated associate who goes to each installation to make sure the pattern is consistent from location to location,” Clyne added.