This summer, the athletic brand is bringing its history to life with a traveling pop-out shop.
PR agency 15 Minutes is teaming up with the PUMA Archive for an ambitious project starting this July. Entitled Rewind Forward, it will look back at the 70s and 80s with a “bespoke experiential project”, taking place across the UK throughout the summer of 2010.
The intent of the project is to celebrate PUMA Archive’s heritage, and its most memorable moments and products, as well as all of the people over the years that have made the brand what it is today. In addition to 15 Minutes, London based design collective Eat Sleep Work/Play, Inventory Studio , and The Klassnik Corporation have all teamed up to create a collaborative ‘Pop-Out Shop’- which unlike a Pop-Up shop is actually a customized vehicle which transforms into a shop (Be sure to check out the mock-up images below).
According to a press release from 15 Minutes:
“Don’t expect the average pop-up shop experience…the ‘Pop-Out’ shop will be made of elements that ‘Pop-Out’! Seating, storage, TV screens and a projector (that will project footage onto walls as the vehicle drives along) can all pop-out of the vehicles framework. As such, the vehicle will be a multi-platform experience both externally and internally… Once popped-out the vehicle pieces engage with the outside space and can be arranged in a functional way; as seating and tables, or as sculptures with the pieces arranged as the public deem fit… The inside of the Pop-Out shop will be decked out with the best archive moments in PUMA’s legendary history alongside PUMA Archive products…It’s about a unique interactive art/retail space, where the consumer can be part of the Rewind Forward story.”
If you happen to live in the UK, The Rewind Forward ‘Pop-Out’ Shop will be traveling through London, Manchester and Liverpool as well as various festival locations.