Puma has opened a new creative hub within its corporate headquarters in Herzogenaurach—Studio48—where Puma designers and creatives can collaborate on new ideas and concepts for performance and Sportstyle products and campaigns.
The company said Studio48 is part of “Puma’s strategy to create sustainable growth by elevating the brand.”
“Spanning more than 500 square metres (5,300 square feet), Studio48 will feature a 3D printing facility, leather and textile sewing machines, a set up for printing and embroidering, a product testing area, a photo studio, and a meeting space to connect designers across different departments and welcome external creatives to work on new products and campaigns,” the company said in a media release
“With the new Studio48, we are creating a significant tool to enhance the excellence of our designs and elevate the brand,” said Puma’s VP of Creative Direction and 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, exchange best practices, experience new materials, and touch and feel the products they want to make.”
While Puma’s designers and creatives will use Studio48 year-round, the company will host external partners and bring Puma’s global design community together for workshops and events.
Click on the link here or on the image above, to walk through Studio48’s creative space
As part of the studio’s opening this month, Puma hosted a workshop in the space with U.S.-based upcycler Nicole McLaughlin, who shared her vision on circularity—Puma’s designers across all product categories from several of the company’s worldwide locations joined the event.
Earlier this year, Puma announced plans to open a creative space in the Hollywood area of Los Angeles to create products and campaigns for the brand’s strategically important U.S. market.
Images and video courtesy Puma
