The German sporting goods manufacturer Puma celebrated the introduction of its new H-Street sneakers in Seoul with an exhibition and an exclusive VIP event.
The event is part of the “Future Archives” series, a culturally shaped event series with which Puma wants to celebrate its iconic silhouettes. The history of the brand is processed and further developed with new impulses.
The four -day event offers an immersive experience in various creatively designed areas in which styling, music and design are the focus. Puma works with numerous partners: inside. In Seoul there are, among other things, Inside Tag and Cold Archives: They curated an exhibition with archive pieces and organize activities for the community.
In addition, Puma cooperates with Korean creatives, including art galleries, artists: inside, musicians: inside and the magazine Eyesmag.
The venue is the Layer 41, a futuristic, gallery-like space with newly interpreted athletics elements. Here the new H-Street silhouette is presented in a special framework that takes up Puma’s running tradition.
Among other things, the Global Ambassador and K-Pop Sensation Rosé as well as the local talents Yeji, Yuri Jo, Juyeon, Jungwon Cha and Junyoung Lee came to the VIP event.
