PUMA | Shanghai | November 2024
VOK DAMS came back with PUMA to the 7th CIIE, the world’s first import-themed national-level expo held for 6 days in Shanghai.
Location
Shanghai
DESIGN
We designed a booth of 216 sqm size (9m x 24m), featuring key themes based around PUMA’s Philanthropic Program, Eco-friendly Commitment & Racing Culture.
The booth focuses on 4 design language elements:
- Circular – Representing PUMA’s values and spirit of circularity
- “Light House” Innovation Pillar – A central feature that showcases the three themes of PUMA 2024 CIIE, and serves as the focal point dictating the entire booth layout
- Rounded Angles – A design choice to soften the overall aesthetic, harmonising with the circular theme and avoiding overly sharp edges
- PUMA Colour Scheme – Predominantly uses PUMA’s colours—red, black, grey and white—and introducing subtle colours in different areas to represent distinct themes
EXPO CONTENT
A series of events were held inside the booth to keep guests engaged and entertained:
- Opening Ceremony – Showcasing the connection between PUMA & CIIE, Tradition & Innovation, and PUMA Family 2024 Olympic Performance
- Committed to Society – Showcasing PUMA’s engagement in philanthropy to empower communities, care about education, and foster social responsibility
- Eco-Friendly Badges – Inspired by RE:FIBRE Program from PUMA New York Flagship Store, aiming to promote PUMA’s eco-friendly spirit by crafting recycled paper into badges
- Racing Simulator – Highlighting PUMA’s racing culture, aiming to create a ripple effect that extends from the F1 Community to style chasers and a broader audience
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