Sportswear brand Puma Australia will launch its first pop-up store this week and vamp up its image by showcasing a range of designer collaborations with the label.
The pop-up store will open its doors via a VIP launch on Thursday night at The Espionage Atrium and will display Puma designer collaborations by Alexander McQueen, Rudolf Dassler, and creative director of Puma's Urban Mobility range Hussein Chalayan.
The designer collaboration pieces are exclusive to the pop-up store, which will be open for two weeks only. Designer collaboration pieces will also be available for purchase during those two weeks, with price points ranging from $120 up. The one-off collection will contain 70 styles in total, with roughly five to 10 pieces from each style depending on the product, and cobalt blue as key tone throughout.
A Puma spokesperson said the pop-up store was created to both surprise and engage its customers in new and interesting ways, and also to show the label in a new light.
“We are launching this pop-up store to showcase in a premium store environment Puma's most fashionable collections and give consumers, retailers and the media a look at a different Puma from what they may expect to see.”
The Puma spokesperson also said the label hoped to increase brand awareness through the initiative and highlight its premium offering, such as Puma's Black Label, which is available at exclusive stores including Selfridges.
Puma has marketed the event mainly through PR, creating viral clip which captures the luxury street wear customer in conjunction with the a launch event, WOM, eDM and social media out reach.
Puma also recently joined forces with model, blogger turned photographer, Zanita Whittington to work on its Concept Store Winter shoot, with product to be available on the Puma official website.