Puma wanted to bring a motorsport experience into its Las Vegas flagship concept store, creating a retail environment where visitors could do more than browse product displays.

The simulator activation was designed to connect Puma’s F1 partnership with an interactive in-store experience. Rather than placing a single simulator as a visual feature, the project created a dedicated racing moment inside the store, one that guests could enter, interact with and use as part of their visit.

Exsim worked with Puma to deliver a simulator setup that could sit naturally within a retail environment, supporting both brand engagement and practical day-to-day operation.

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Exsim installed five high-fidelity racing simulators inside Puma’s Las Vegas flagship concept store.

The experience was powered by Exsim’s Race Control System, which allowed the simulators to operate as a self-service activation. This helped manage the guest journey from onboarding through to the racing experience, while also supporting data capture and overall experience management.

Each simulator operated independently, giving visitors a clear and accessible way to take part without requiring a heavily staffed setup. The activation was designed to feel cohesive within the store, combining branded presentation with a practical simulator experience that customers could engage with during their visit.

As part of the project, Exsim also developed a custom accessibility solution to help make the simulator experience more inclusive for guests with disabilities, widening access to the racing experience within the retail environment.

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The Puma x F1 Las Vegas activation turned part of the flagship store into an interactive motorsport experience, giving visitors a direct way to engage with the Puma and F1 partnership.

With five simulators installed and the experience running as a self-service activation, the setup was built for everyday retail use rather than a one-off event. The Race Control System supported automated onboarding, data capture and experience management, helping the activation run smoothly inside a live store environment.

The project shows how a simulator experience can work inside retail: compact enough to fit within a store, engaging enough to attract participation, and structured enough to operate consistently as part of the customer journey.

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