The scope of the project was the redesign of the PUMA flagship store in downtown London, featuring an all-glass facade approximately 10 meters high with no additional substructure.

Based on its extensive experience with challenging retail projects worldwide, seele was commissioned to design, manufacture, and install the facade structure. As part of their long-standing collaboration, seele entrusted Engelsmann Peters with the structural engineering work for the project.
Working closely together, the team optimized the structural design, developed connection and detail drawings, and provided all the structural verification required for construction.

A facade structure that is completely free of mullions and transoms—and thus maximally transparent—was made possible by the folded arrangement of the panes in the floor plan and the resulting structural support provided by the panes themselves. The facade, which measures 26.5 m in length along its unfolded projection, consists of 16 insulated glass panes bonded together with structurally adhesive silicone, as well as two hinged doors.
The inwardly offset entrance area presented a particular structural challenge. It was constructed with a perimeter stainless-steel frame that simultaneously serves as a support for the glass panels above and contributes to the overall load transfer.
At the head end, the glass elements were enclosed by a perimeter steel frame and connected horizontally
to the existing structural framework.

The suspended logo was secured using fittings laminated into the insulated glass panes.
Above the facade, a cantilevered steel-aluminum canopy was also installed, which extends laterally to the ground, thereby forming a surrounding frame for the facade structure.