Puma has opened Studio48 at its headquarters in Herzogenaurach, where designers can develop new performance and sportstyle products and campaigns.
The creative workshop offers a comprehensive range of products for creative people on an area of 500 square meters, the sporting goods retailer announced on Thursday. This includes a 3D printing system, leather and textile sewing machines, machines for printing and embroidering various materials, an area for product testing, a photo studio and a meeting room.
Designers from different departments can come together in Studio48 and also work with external partners on new products and campaigns. Workshops and events will also be held there.
“With the new Studio48 we are creating an important tool to make our designs even better and strengthen the brand,” said Puma’s Vice President Creative Direction & Innovation Heiko Desens. “While many of our products are created digitally, Studio48 will be a space for a different kind of creativity, where our designers from different departments can brainstorm together, learn about new materials and touch and feel the products they want to make .”
In addition to the location in Herzogenaurach, Puma is also planning a creative center in Hollywood, Los Angeles. Products and campaigns are to be developed there for the “strategically important US market”.