PUMA has unveiled Studio48, a state-of-the-art creative hub at its headquarters in Herzogenaurach, Germany, marking a bold step in the brand’s evolution.
PUMA has taken a bold step in its mission to elevate the brand and drive sustainable growth with the launch of Studio48, a state-of-the-art creative hub at its global headquarters in Herzogenaurach, Germany. This new space is designed to empower PUMA’s designers and creatives, fostering a collaborative environment where innovative ideas can take shape across performance products, Sportstyle concepts, and forward-thinking campaigns.
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.
As part of PUMA’s brand elevation strategy, the company will strengthen its sports performance credibility by developing products that perform at the highest level but also distill this sports DNA into its Sportstyle offering with a unique design language.
“With the new Studio48 we are creating a significant tool to enhance the excellence of our designs and elevate the brand,” said PUMA’s Vice President Creative Direction & 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.”
Breaking that down, it's essentially an exciting time for the brand, and we can expect some radical things to come from the brand's creative minds, collaborating across sports and cultures to hopefully take their products in some exciting new directions, both in a performance and aesthetic sense.
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