PUMA Shuffle makes a vibrant debut in India
By Retail4Growth Team | February 05, 2019
The street style weekend pop up space was launched in Bangalore as a new age outlet for creative expressions and a showcase of the city’s subcultures.
Global sportswear brand PUMA has launched PUMA Shuffle, a street style weekend pop up space in Indiranagar, Bangalore. The brand has positioned PUMA Shuffle as a weekend hub to showcase subcultures in the city.
PUMA Shuffle, which was launched at a vibrant ceremony is based on the concept of a place that oscillates between a friendly neighbourhood bar, Watson’s and a high-energy creative space that celebrates live music and subcultural communities of the city over the weekend. The fluid pop up space by PUMA comes to life on Friday and Saturday evenings with gigs by an eclectic selection of DJ’s, musicians, artists, designers and sneakerheads.
Speaking about the new concept, Abhishek Ganguly, MD -- PUMA India, says, “Bangalore has always been a hub for culture, but it’s time to re imagine the city’s cultural landscape with the rise of a new generation of youngsters who are using sneaker, street art, skateboard, hip hop battles, and basketball as a form of self expression. PUMA Shuffle is an innovative concept aimed at being the hotbed for such communities and sub cultures, giving them a dedicated space, impetus and empowerment they need. This new concept of shuffling between two spaces will also be a great visual, gastronomical and creative experience for our consumers all under one roof.”
In keeping with the dual identity of the space, the aesthetics are all about fusing the two entities and creating a concept of smooth transition from one to the other. The interiors exude an old world, heritage charm with soaring arched windows and a barrel roof with an unfinished surface that gives the space a raw yet regal feel.
The quirky wall art and live animation breaks the earthy palette to give the space a distinct personality. The mezzanine floor displays live graffiti – a cat silhouette and PUMA Shuffle artwork are brought to life by animated projections. Vibrant layered art with mixed styles of graffiti adorns the wall beside the staircase. Created by artist Badaal, the edgy illustration also pays homage to two of PUMA’s big sneaker names – PUMA Suede and RS-X Toys. There are also 5 arched frames that house images of international PUMA assets on the top floor. In keeping with PUMA’s first sustainable store, located below, the idea was to retain elements from the existing space and reuse materials to construct the new venue.
PUMA Shuffle provides both a great visual and gastronomical treat for the audience. Much like the vibe of the place, the menu curated for PUMA Shuffle is new age, vibrant and refreshing. On offer is a medley of cuisines from different corners of the world, including a few local favourites, that makes one keep coming back for more. In keeping with the theme of the space, the bar is hooked up with a mechanical pulley system used to elevate the wrought iron lighting at the facade. Here, an array of fun cocktails are created by expert mixologists.
The premium menswear brand has opened its 1500 sq ft outlet at Delhi’s Ambience Mall.