PUMA x KITH
PUMA approached us for a full service strategy, design and production project for their TSUGI shoe release featuring The Weeknd. The Tsugi shoe was sold at KITH stores in NYC (SoHo and Brooklyn) and in Miami. Puma needed to recreate their campaign collateral to fit KITH's conceptual and edgy aesthetic and came to us for a campaign rebrand.
Through creating mood boards and finding the perfect color palette, we created and designed a look that took a neon-noir film aesthetic that gave the feel of Tokyo's entralling nightlife...
With each of the three KITH stores, we strategized a way to incorporate this element of mystery and excitment into the retail displays. As the flagship, KITH SoHo was where we were able to allow our imagination to run wild, and create an exciting installation involving light beams that appeared from the darkness of the ground, a dark and muted backdrop to set the mood, and the TSUGI shoe lit up in the middle as a capitvating centerpiece.
Our production designers worked to source materials to recreate our concept in the flesh. This included installing bright blue florescent light beams onto a base to achieve that Toyko nightlife glow. The Puma TSUGI logo hangs from a clear plexi board with fishing wire.
At Kith Brooklyn, we sourced plastic tubes of different shades of blue to line the glass display cases surrounding the shoe. With the stripes of small LED lights running down either end, the lights bounced off the plastic cubes to create a cool effect against the muted city backdrop.
At Kith Miami, we worked with the store's long curved panels to create two different images that ran along the exterior of the store.