With East London’s Boxpark (finally) opening it’s doors on December 3rd, we’ve been allowed to show you an exclusive first look inside the PUMA box store.
Almost completely designed using the relatively new PUMA Clever Little Bag as their inspiration, the shop features a wall of pull-out shoe box units, that can both hold and display shoes. They double up nicely as clothing hangers, using the red pull tabs to hang the items from. With space being tight in these box shops, design is key, and it looks like PUMA have kept things minimal and functional in all the right ways. This comes as no surprise though really, as PUMA have past experience with building spaces out of shipping containers (PUMA City, 2008).
Adding a bit of confort to the function, the addition of a sofa made from what looks like PUMA shoe box lids (it’s obviously not though) makes for a nice softening touch to an overall rather hard interiors. Extend the sofa upwards and there lies a TV, surrounded by PUMA logos.
The box shop will be stocking limited edition drops, designer collaborations (Alexander McQueen and Hussein Chalayan), the Rudolf Dassler collection and the usual classic PUMA styles. I have no idea how they intend to squeeze all that product in, but I’m assured that they will, and I have complete faith.
I’m still not quite sure what to make of this whole Boxpark pop-up mall experience, but from the looks of the PUMA shop, it will be interesting to say the least, and most definitely an experience. More news to come…
Shoreditch High Street