Last night we attended sportswear giant Puma’s Carnaby Street store grand re-opening. The store which is set in the heart of Carnaby Street has become a hub for sportswear enthusiasts due to its location and vast range of products.
The atmosphere at the event was one of excitement and intrigue. Everyone was keen to discover what the store had to offer, from seeing the latest collaborative projects to interacting with the in-built technology. Live DJ’s kept the music going all night, providing a fitting background track to an energetic and fun-filled event.
Brand representatives were located across the store providing information about the new store and the collections within it. This added a real personal touch to the event where you could actually speak to members of the Puma team and get an in-depth insight into the brand.
The newly-refurbished store has been given an open-plan appearance with a strong contemporary feel.
Collaborative projects and specified sports are subtly sectioned off into different areas of the store, keeping to this open-plan feel. The products are displayed as if they were art pieces on high white podiums, which add a touch of luxury and exclusivity.
There is also a heavy focus on technology throughout the store. Flat screen TV’s feature on most of the walls showing the latest campaigns and inspiration behind the collections which adds an elevated interface for the user to become more engaged with the products. A giant projected screen sits behind the counter flashing inspirational snapshots from the brands campaigns which adds another dynamic level to this store.
Overall the store provides a perfect environment for the Puma collections and with the brands ever expanding range it will continue to serve as a contemporary, high-caliber sportswear store.
There were many of the latest collaborations on show at the store re-opening. One of the stand out collaborations was the Puma x Trapstar one. Lifestyle brand Trapstar echo their recognisable input on the collection, with a strong military feel to it through the utilitarian details and colour palette. The two brands blend well together creating a great remix of both streetwear and sportwear creating an output that is easy to wear yet with strong style credentials.
We also saw the Puma x Sesame Street collaboration that creates a playful aspect to sportswear. Monochrome prints and embroidered patches that feature the recognisable characters from the show are on the designs throughout the collection. This is a fun collaboration that brings out the inner child in everyone.
From the success of the Fall 2017 show in Paris, Puma x Fenty is one of the most successful collaborations to date. With Rihanna as the Creative Director of this line she inputs her innovative ideas alongside Puma’s distinctive elements and creates a blend of the two that works effortlessly. Season by season the anticipation for this show grows, providing it to be one of the ‘go to’ shows during catwalk season. This collection really brings Puma into the fashion world rather than it just being recognised as a sportswear brand.
If you are in London any time soon be sure to check out the store at 52-55 Carnaby Street, Soho, London, W1F 9QE.