PUMA’s tech-driven capsule turns sneakers into an experience.
Returning to France’s capital for Paris Fashion Week, PUMA and American footwear designer Salehe Bembury have launched a biomorphic beauty universe for guests to immerse themselves in and discover. The cleverly designed and innovative silhouette is Velum’s newest lifestyle model, titled the “NITROFOAM.”
Amid the buzz of runway shows, showrooms, and afterparties, PUMA pre-released 100 pairs to the general public following its invite-only installation in the French fashion capital. Bembury greeted guests personally and unlocked the experience himself.
The in-person capsule transports visitors into the universe of the Velum NITROFOAM, deconstructing the shoe’s textures and design elements, then expanding them beyond the product itself. Features from the shoe were torn and reimagined across the walls and floors, while a futuristic lab space allowed PUMA to bring the essence of this technological creation to life, immersing guests into its organic world.
Powered by Nitro – PUMA’s leading performance technology – the new shoe goes beyond traditional running or lifestyle footwear. It’s an expertly designed silhouette created to meet the needs of consumers who seek a low-profile shoe built for a fast-paced life.
The Pop-Up is now open to the general public 11am-7pm at 18 Rue Saint Gilles, 75003 Paris.
PHOTO CREDIT: Courtesy of Puma
