puma | citywalk
OOH design, social content, influencer collab, retail photography & video production
for PUMA's Concept store at City Walk. As a part of the brand’s ambitious growth strategy, PUMA was set to open its 4th store of the year, flaunting a premier retail space right in the heart of Dubai, at City Walk.
The reveal of PUMA’s City Walk store was one of the biggest moments for the brand, because it was home to some of the sports giant’s most sought-after product lines, and designed to highlight its ‘Fields of Play’ concept, a first-of-its kind globally for PUMA. This retail space featured clean, open lines throughout to showcase PUMA’s signature trends and technologies in footwear, apparel, and accessories across performance, lifestyle, team sport, motorsport, basketball, and kids categories.
Our involvement for the store launch spanned across multiple aspects including the design of the OOH creative that veiled the store during its build phase, creative direction and content production for PUMA’s and City Walk’s social launch announcement, along with the retail photography of the space.
OOH storefront | From the very beginning, we knew everything connected to this store had to be big, ambitious, and bold. The design of the storefront asset was conceptualized with a sharp focus and deliberate attention to localized nuances, ensuring that the core message remained at the heart of it all. Our expertise in understanding what resonates with UAE audiences led to the creation of the iconic UAE skyline stencil artwork, a visual anchor that commanded attention and spoke directly to the local market.
Retail photography & filming | When it came time to plan the unveiling of the retail shopper experience, we took a deep dive into the store’s environment and structures. This resulted to us being certain that the asset had to fuse the pre-build with the go-live moments. This insight was essential in shaping our storyboard, which included a full journey of the store’s pre-launch preparations—from unboxing and merchandising right through to the final customer experience. Each frame focused on navigating online viewers through the entire space, creating a narrative that was as immersive as stepping into the store itself.
Launch asset | Finally came the creation of the social announcement across PUMA ME and City Walk’s channels. The objective of this asset wasn’t just to highlight the brand and its grand interiors but also captured the essence of its location, City Walk. From creator management to conceptualization, filming, and execution, our team ambitioned to make a statement—one that was not just bold but also resonated with the audience of Dubai.
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