5 PUMA Select



PUMA is igniting a creative spark in Cape Town’s inner city for World Design Capital 2014, by launching a PUMA SELECT pop-up store at 137 Bree Street, the launch for the store happened last night and now it is open to the public. The launch saw one of their newly signed artists, Das Kapital, on the decks.

The PUMA SELECT store designed by 3D industrial designer Ben Wilson from Wilson Brothers in collaboration with Adam Brinkworth, of interior and architectural design agency Brinkworth, will be open for a year and showcase PUMA’s premium product including collaborations with top designers, creatives and influencers.

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The duo have crafted a space best suited to display PUMA SELECT, the brand’s luxury product which fuses performance with culture and fashion by revisiting PUMA’s rich history and innovation as a leading sports brand.

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“What we like about this concept is that it addresses premium right now,” says Brinkworth. “It isn’t about being ostentatious or showing off using lavish materials. We think it’s much more about honesty to materials and the craft, and lets the product speak for itself.”

The duo’s love of English workshops and the art of creating are behind the overall concept of the Select store, with local manufacturing company Designamite assisting with the store’s construction.

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A feature of the store is the simple peg system used to display product. Re-engineered using modern technology, the peg system creates a crafted, yet industrial space that can be altered at a moment’s notice. “Spaces must be flexible and adjust to the product and activity in the store. This is key in today’s retail environment,” explains Wilson.

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The Wilson Brothers have worked with PUMA before, designing a store in the groundbreaking Boxpark pop-up mall in Shoreditch, London. The Wilson Brothers also collaborated with Brinkworth to design Foot Patrol, London’s best-known destination sneaker store where the design of the store is as much a one-off as the sneakers.

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