PUMA_Selfridges concession
PUMA BY HUSSEIN CHALAYAN
ENVIRONMENT
RETAIL & PACKAGING
To launch the SS11 Puma by Hussein Chalayan collection in Selfridges, Puma briefed us to create an impactful installation in the men's fashion dept.

Using the foundations of the collection as inspiration: innovative design for travel and urban living; the Puma space takes the form of a sloping topography of triangular-section vertical rods, which act like a three dimensional lenticular. As a visual metaphor for changing time-zones experienced when travelling, the installation transforms from black to white, to a bright, high-vis, reflective finish as the customer walks around it.

Each triangular rod features a QR code that, when scanned with a smart phone, links customers to maps of cool areas in cities around the world. iPads showcase the SS11 collection allowing customers to browse through key seasonal looks and information about Chalayan's inspiration.

Continuing the innovative theme, apparel is displayed on bespoke, triangular section, magnetic hangers that hang from the underside of the rails with no means of support.

Construction and installation by
Da Capo.

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