WORKING WITH PUMA GROUP TO CREATE A STORE TAKEOVER SHOWCASING HOW PRECISION ENGINEERING MEETS SUSTAINABILITY IN COLLABORATION WITH MAPF1 AND RAEBURN.

THE CONCEPT INCLUDES A BESPOKE ACTIVATION SPACE DEDICATED TO A SUSTAINABILITY AND UPCYCLING WORKSHOP EXPERIENCE INVOLVING LEWIS HAMILTON & GEORGE RUSSELL FROM THE MERCEDES F1 TEAM ON THE DAY OF LAUNCH.

THE ENTRANCE LANDING ZONE CENTERS AROUND A SLEEK, MINIMALIST DISPLAY CASE WHICH SHOWCASES HAMILTON’S ICONIC RACING OVERALLS ALONGSIDE THE MASTERPIECE COLLABORATION GARMENT.

THE OPEN, MINIMALIST WINDOW DISPLAY FRAMES LIMITED APPAREL COLLECTION AND CHAMPIONS THE
HERO CAMPAIGN IMAGERY.