Sports and Streetwear titan Puma were re-launching their classic CA PRO trainer and wanted to position it as the go-to trainer on ASOS, a British online fashion retailer. Puma and ASOS wanted to create a campaign to activate the re-launch in a physical space whilst creating a shareable and memorable experience that could be shared by influencers to drive engagement on social media. The main challenge: how do we position the CA PRO as a daily essential?
A Cornershop is the place to go for your daily essentials - Bread, Milk, and now CA PROs. I worked with 20ten to transform Ace Corner, Shoreditch into the CA PRO Cornershop. I worked on the design and layout of the space as well as the digital invite (shown below). I also collaborated with Gracie X Mean feet, who hydro-dipped the CA PRO trainers live at the launch. Over the 2-day event, we created a shareable and memorable experience which disrupted the social feed of over 3 million people.
The space was designed to have a greeting point, places for attendees to interact with one another, an on-show hydro-dipping stand and plenty of space for the 'daily essentials'.
