PUMA Creative Factory at BOXPARK

Last Thursday, PUMA launched their Creative Factory at London’s BOXPARK, allowing people to custom build their own PUMA footwear.

The concept isn’t new to PUMA, having had the Mongolian Shoe BBQ at their Carnaby store back in 2005. It’s good to see the “build-your-own” approach coming back to PUMA. This time round, you can rework the classic Basket sillhouette and the First Round for those who prefer a hi top.

The pictures above and below give you an idea of just how flexible the customisation is. You can select from a wide range of materials and customise each individual piece that makes the shoe. Something that isn’t offered by every customisation process. As per usual, there’s a couple of options in there that really shouldn’t be there, namely the tartan Form Stripe options, but the rest is all good and gives plenty of room for creativity.

In support of their new Creative Factory, and creativity in general, PUMA are exhibiting the work of 12 young creatives at BOXPARK. Another incentive to get involved is the Pinterest competition (think that’s the first time I’ve seen one). With this, PUMA are asking people to pin their own Basket and First Round swatch designs to the Creative Factory Pinterest. Every 21st of the month, from July to December, one winner will be selected and pinned on the in-store installation at BOXPARK. At the end of December, one overall winner will be selected from the finalists and their design will be created for them. On top of that, they will win a select prize from PUMAtwentyone (the BOXPARK store) for 21 days, spread over 21 months. Not bed eh?

Swing by the PUMAtwentyone concept store at BOXPARK to have a play for yourself on their iPad and to check out their James Bond style briefcase of materials.

Alex Synamatix

One of three co-founders at THE DAILY STREET, Alex is our Editor-in-Chief, overseeing all TDS activity. Outside of TDS, Alex is a respected creative in his own right, from art directing club nights (comm•une) to consulting for some of the largest global brands.

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