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Puma City: portable store for Puma
Par Vaness dans THANKS GOD, I WAS THERE! le 3 Août 2009 à 01:28
Examples of containers being used as building for stores, houses are numerous (Illy Café Quick House, Keetwonnen student housing in Amsterdam). But every case is always very interesting. At a time where we try to reduce disposals and be more green-thinking, every of these initiatives can just be applaused.
Two major differenciation points in the case of Puma:
1/ the Puma City is kind of an architectural exploit in term of portable structure. In 8 months, the a 24-container building of 220 tons for a 11000 square-foot portable retail store was completed!
2/ the Puma City has been created for sponsorship purposes. Freshly entered the ocean race milieu as a sponsor in 2007, Puma wanted to make the most of it by following in an original way the one-year-long Volvo Ocean Race 2008. Alicante, Spain, then Boston, the USA, Cape Town, South Africa etc... The space had been designed as a all-in-one (store, bar, event space) to connect to the Volvo Ocean Race by adding containers and creating a whole sponsor village and events.
I like what Antonio Bertone, Puma's Chief Marketing Officer, has declared in an interview for the Boston Globe last April: "Obviously it's not the best of economic times to bring something like this here, but people need something to do," he said. "It can't always be gloom and doom. At the end of the day I kind of look at it as a bright spot."
That way, by taking this financial risk in crisis times and staying innovative and creative with this concept, Puma manages to keep its strong relationship with its audiences in a dark period where lots of brands have freezed every action and wait for better times.
Source: Surface Magazine n° 76 / http://www.graphic-statement.com
Tags : puma, store, city, times, can
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I'm a French girl in her thirties, having lived in Sydney, Australia, and Copenhagen, Denmark, those last years now back home.
During four years, I've worked as a Project Manager & Consultant in Corporate Branding in a leading branding & design agency. I was part of a fantastic team dedicated to the AIR FRANCE KLM brand. That's where I've done my basic training. That's where I've begun working with passion.
Living abroad and meeting creative professionals from the whole world through the Creative Professionals Worldwide club I set up, my eyes wide-opened, passion has continued to grow unceasingly.I'm living in this industry, but this industry is also living in me: more than ever curiosity has become my key feature. The whole world around us is inspiring: just stop middle of the street, look around, observe the people, the billboards, the newspapers, the objects and start making connexions between things, start being creative. I can't help doing so. That's why I've become such a blogger.
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