Idea: Dare to Wear

Puma and Rihanna’s Fenty line fuses her independent spirit and love for Japanese street style with Puma’s sport-driven aesthetic. Puma asked us to design and produce experiences to launch the collection.

Puma and Rihanna asked us to design, produce, and launch experiences for the exclusive Fenty collection.


We leaned into the rebellious nature of the collection itself to create an aesthetic that felt gritty and irreverent.

The upscale feeling of the garb was enhanced by the atmosphere of the pop-ups. ”

- Whitney Bauck, Billboard


Rough street-inspired textures met clean, high-fashion surfaces to make interesting visual juxtapositions throughout each space.


We led the North American launch by designing unique experiences from pop-up shops to shop-in-shops where metal-studded backdrops and custom-sewn patent leather walls were as bold as the collection.


The product launch made national news, earning mentions from titans such as Vogue, The New York Times, Billboard, BET, and more.

Had fun today at my Fenty x Puma events!!! Thanks to everyone who came out!!! ”

- Rihanna

Experience Design

Journey Mapping
Visual Merchandising
Signage & Wayfinding
Toolkit Creation


Site Surveying

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