Idea: Head of the Class

Puma and Rihanna’s 2017 Fenty line needed a sales showroom to accompany the runway show for international buyers and merchants.

Puma and Rihanna’s 2017 Fenty line needed a sales showroom for international buyers and merchants.


In her continual quest to rewrite every rule book, Rihanna’s Fenty line turned the idea of school cliques on its fashion head. Inspired by the concept of insiders, and the runway’s library vibes, our design emphasized a collegiate look and feel with an irreverent attitude.


Every material and prop was thoughtfully chosen to speak to the line’s tongue-in-cheek tone while collaged graphics, photos, and scribbling added grit and texture.

The showroom looked awesome and impressive. It was perfect for the buyers. We appreciate everyone's efforts. ”

- Head of Partnership Marketing, Puma


From invitations inspired by old library checkout cards to pennant banners featuring the FU acronym of Fenty University, we designed the 1,800 square foot space to reflect a collegiate environment with a rebellious flare. A showroom guide was also created and distributed globally for other Puma showrooms to maintain consistency and impact.


Collaborating with an international build out partner, we transformed a blank art gallery in Paris into a collegiate-inspired buying environment, from project kickoff to opening night, in just 10 days.

The only way I was able to get through this week is knowing Latitude was involved, leading this and on the ground with the team. ”

- Head of Partnership Marketing, Puma

Content Design


Experience Design

Content & Product Planning
Visual Merchandising

Let’s Design Tomorrow

Krista Carroll

+1 646 943 4446

Jeremy Carroll

+1 646 243 4911

Glenn Deering

+1 763 807 0624

David Denham

+1 612 723 8042

Shannon Stauff

+1 651 955 7588

Jason Strong

+1 612 867 9461