Puma: storytelling and teasing in the immersive space in Seoul, starring K-Pop Rosé

To celebrate the next release of the new Puma H-Street shoe, friends and family of the German brand gathered in Seoul this week at a party that opens the unexpected immersive experience of the brand.

On May 16, the exclusive event brought together the VIP community of Puma. Starring the Global Brand Ambassador and Rosado K-Pop icon, as well as local talents such as Yeji, Yuri Jo, Juyeon, Jungwon Cha and Junyoung Lee, Puma's entourage could customize his sneakers' peers during a night focused on music and culture.

Ring Seoul, a space driven by the community that has become a basic element in the culture of the Seoul club for its immersive sound experiences, supervised the musical identity of the event. The party was part of a larger activation, a “future archives” of four days that happened, dreamed by Puma to honor her H-Street silhouettes. Tribute tribute to the icons of the sportswear giant by combining the brand's inheritance with a cultural vision with a vision of the future.

“The opening night was a great success. It was incredible to see so many family faces of the Puma community appear and support this moment. See all the different ways in which people designed H Street, watching them customize their partners, explore the space, it only felt special,” says Christina Mirabelli, director of Global Marketing, Puma Story.

Organized in Capa 41 in Seoul, the installation combines music, style and design, while the German sportswear giant partnered with galleries, artists, musicians and magazines like Eyemag. Commissioned by the inner label and the cold file, the file pieces will be displayed on the site during the activations driven by the community.

Against an elegant futuristic environment that resembles the aesthetics of an art gallery, the space presents interpretations of the track and field elements to better locate the latest version of the H-Street model, which originally debuted in 2003. H street, with a price of € 90, is a low and minimum running shoe that quickly became a classic of the brand.

With the reissue of the couple, the world musical sensations such as Rosé using it and the immersive activation of the surrounding brand, Puma is clearly determined to take H street back to the attention center.

The immersive space works from May 16 to 18.