A future-focused workplace centred on performance, collaboration and brand expression. Watch the workplace reveal video.
For 45 years, Moorabbin served as the base for PUMA Oceania’s headquarters. By 2025, however, it was clear that the workplace needed to do more than simply house teams – it needed to align with PUMA’s evolving brand, support new ways of working and connect more closely with Melbourne’s innovation and sporting ecosystem. PUMA engaged Axiom as their workplace design partner to plan and deliver a strategic relocation from Moorabbin to the city’s emerging tech and sporting district in Cremorne.
Just 3 km from the Melbourne CBD, Cremorne offers an energetic neighbourhood at the heart of the city’s sporting precinct, a logical next chapter for a performance-led global brand. This state-of-the-art environment is intentionally designed to bring people together and celebrate PUMA,creating new ways to connect, collaborate and move the business forward.
Rather than a conventional head office, the space operates as a high-performance hub where workplace planning, hospitality principles and immersive brand experience work in concert. Developed through executive workshops, team interviews and behavioural analysis, the strategy and design responded directly to PUMA’s global brand guidelines while translating them into a distinctly local context.
The result is a high-performing workplace that brings PUMA's global identity into a distinctly Melbourne context, supporting daily operations, client engagement, employee wellbeing and future scalability.
The PUMA Oceania headquarters has also been recognised by the wider design community. View PUMA Oceania Headquarters, Melbourne on Love That Design for another look at the completed workplace, including its workplace design, interiors and brand experience.
Photography by: Shannon McGrath