Puma

PUMA X Rihanna IMMERSIVE BRAND EXPERIENCE

Brief:

  • Immerse key stakeholders and PUMA retail clients in the PUMA Women’s strategy and positioning for the coming year
  • Inspire and impress attendees ahead of sales season

What We Did:

Focussing on key campaign components, including the strap ‘From the Gym to the Runway,’ we transformed the PUMA London HQ into an immersive environment featuring light installations, sound, projections, photo booths, custom graphics and an exhibition of key styles and looks. A custom designed ‘runway’ was installed, featuring branded graphics and lighting. 

The main space featured a number of projections, showing three key campaign and runway videos, along with a physical installation of key product – including the PUMA x RIHANNA collection. Custom cocktails, female Dj’s and food helped to create an on-brand atmosphere and immerse attendees in the environment and the PUMA brand.

Break-out spaces offered further campaign imagery and videos, a gifting area and a photo-booth with direct social media upload. 

Attendees were also offered the chance to attend a Rihanna concert after the event and luxury transportation was provided to all from the event to the concert, where the brand experience was continued with key guests being offered a place in the official PUMA box at Wembley.