Design a holistic experience that enables PUMA to spark desirability through modern Jamaican creative inspiration, turning a retail and hospitality led experience into a platform for cultural enablement, bringing together the forward-thinking generation of Sole DXB to reinforce our authority status with the category as the only home for sport.
Inspired by the ‘Champs’ in Kingston, the PUMA story is embedded in the culture of track and field in Jamaica. From the mindset of the athletes to the community spirit found in the bleachers, track and field plays a vital role in youth development in Jamaica, and plays a pivotal role in the story we have set out to convey.
Our concept is rooted in sport and society, a space where the larger community comes together and creativity thrives – “The Stadium”. Through a structure designed as a social hub and rooted deeply in sport heritage, the PUMA space breaks through urban street culture, transcending generations, underground communities and native Jamaican traditions.
Comprised of a 3 layered structure, the Stadium is inspired by the Jamaican track and field stadium. With the PUMA narrative always grounded in sport, this multi-use stadium is brought to life by the use of bleachers as a key social spot, enhanced by large reflectors, multi themed areas within the space and a large stadium LED screen.
The retail space is a prime spot for sneaker displays. Inspired by the Jamaican marketplace, traditional fruit baskets were designed to create the seating area, to fill the pace with additional pops of colour. Commemorating the Chinatown Market x PUMA collaboration in 2019, a dedicated section was created for the brand, equipped with customisation stations and exclusive workshops, all in line with the Chinatown brand codes.
FIRST FLOOR BAR
A modern space with a Jamaican twist, this space was designed using corrugated and perforated metal sheets with bright LED lighting, making for the ideal instagrammable moment. Lockers were provided to guests as a means to store belongings throughout the day, and a large collage wall wheatpasted by hand added an authentic touch to the space.
ROOFTOP BAR (JUNGLE BAR)
The rooftop bar is an eclectic mix of traditional Jamaican urban architecture with a contemporary flair, paying homage to the Jamaican rum bar scene. The DJ booth doubles as a focal point, located at the entrance and sits on a stage inspired by the iconic Jamaican speaker sets. The Upper Circle has a direct view of the PUMA performances as well as the main stage making for the ideal vantage point.