Puma Women’s Launch SS2020

To launch the Puma women’s SS2020 line of 4 new sneakers we planned, designed and branded a launch event for key stakeholders and influencers. The event featured a customization area, four content creation studios, and a main stage event featuring Taylor Rooks, Dani Leigh, Katie Lou Samuelson and Zaza. We partnered with St. Louis-based experiential company, Clocktower, to bring the vision to life. We also teamed up with designer Jennet Liaw to create a custom live mural performance and East Olivia for all floral design. 

Event Branding

For the event branding, we created a visual system around the idea of “forging your own path” so we created a different path mark inspired by the design and overall personality of each of the featured shoes. We then used those marks to create patterns that were applied to a suite of event branding. We also incorporated the colors from the shoe palettes into the lighting, decor and overall design of the space to bring a cohesive energy and vibrancy to the different areas of the event.

Customization Room

Upon arrival guests were given a branded tote bag with a pair of white Cali sneakers and invited to the customization room where they could create their own custom sneakers at the DIY bar or work with artist By_Jordana and her team. We also had a 360 Shoe Cam station where guests could capture the perfect shot of their final creation.

Content creation studios

The main room featured 4 content creation studios, each inspired by the design and palette of the featured shoe. Each studio also featured an apparel rack and dressing room where guests could create their own looks before capturing their content in the studio.

live mural, lounge + MAIN STAGE

The lounge area featured a live mural by designer Jennet Liaw as well a bar and additional product displays. The night culminated with the main stage event with host Taylor Rooks introducing the 4 shoe lines and conducting a panel with guests Dani Leigh, Katie Lou Samuelson, and Zaza.

Behind the scenes