DESIGN

We designed a booth of 216 sqm size (9m x 24m), featuring key themes based around PUMA’s Philanthropic Program, Eco-friendly Commitment & Racing Culture.

The booth focuses on 4 design language elements:

• Circular – Representing PUMA’s values and spirit of circularity
• “Light House” Innovation Pillar – A central feature that showcases the three themes of PUMA 2024 CIIE, and serves as the focal point dictating the entire booth layout
• Rounded Angles – A design choice to soften the overall aesthetic, harmonising with the circular theme and avoiding overly sharp edges
• PUMA Colour Scheme – Predominantly uses PUMA’s colours—red, black, grey and white—and introducing subtle colours in different areas to represent distinct themes

EXPO CONTENT

A series of events were held inside the booth to keep guests engaged and entertained:

• Opening Ceremony – Showcasing the connection between PUMA & CIIE, Tradition & Innovation, and PUMA Family 2024 Olympic Performance
• Committed to Society – Showcasing PUMA’s engagement in philanthropy to empower communities, care about education, and foster social responsibility
• Eco-Friendly Badges – Inspired by RE:FIBRE Program from PUMA New York Flagship Store, aiming to promote PUMA’s eco-friendly spirit by crafting recycled paper into badges
• Racing Simulator – Highlighting PUMA’s racing culture, aiming to create a ripple effect that extends from the F1 Community to style chasers and a broader audience