Funny how Oxford Street can still surprise you. You walk past the usual crowd — tourists with Selfridges bags, commuters dodging umbrellas even when it’s not raining, sneakerheads scanning window displays like hawks — and suddenly, there it is: PUMA’s largest flagship in Europe, bold and unapologetically confident. The facade feels less like a store and more like a declaration that the brand is stepping into a new phase. It’s big, yes — 24,000 square feet big — but what really lands is the intention behind it.