PUMA RE: COLLECTION
Low-impact design to promote recycled activewear.
+ Experiential Design
+ Concept Visualisation
+ Sustainable Production Strategy
+ Campaign Design
+ Creative Guidelines
After seeing responsible creative decisions seamlessly embedded into our previous projects with them, PUMA set us a bit of a challenge to see how much we could push this aspect for a flagship retail campaign they had coming up in NY.
I took this on as a chance to show how things can be done better, without fundamentally affecting the dramatic impact required in a store environment.
This project ended up having a lasting effect on our relationship with the brand - highlighting opportunities for more versatile and efficient building practices, embedding best practice guidance into every toolkit and opening up a braver lateral-thinking approach to concept creation.
Retail execution.
For this project the process started in reverse, focusing on the end use of a campaign installation and looking at what we could do to reduce associated waste.
In doing so, we created an ‘impact ladder’ - aiming to move every physical element as far up as possible, scaling from reuse and repurpose down to reclaim and biodegrade.
A permanent set of architectural tools were created for endless reuse in future campaigns - recolouring, reformatting and reimagining a versatile toolkit.
All bespoke elements have clear instructions for extending the material life beyond the campaign, signalled through a clear tagging system.
Latex-printed raw cotton banners are repurposed into long-life fabric bags for employees, nodding to the success of PUMA’s ‘Clever Little Bag’ project.
Just two sheets of natural fibreboard were used to create all multi-purpose bespoke elements, through efficient CAD design.
