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.

Think

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

Design

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

Make

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.

Impact

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

Production

Site Surveying
Keylining
Prototyping
Installation

Let’s Design Tomorrow

Krista Carroll

+1 646 943 4446

kcarroll@lat.co LI

Jeremy Carroll

+1 646 243 4911

jcarroll@lat.co LI

Glenn Deering

+1 763 807 0624

gdeering@lat.co LI

David Denham

+1 612 723 8042

ddenham@lat.co LI

Shannon Stauff

+1 651 955 7588

sstauff@lat.co LI

Jason Strong

+1 612 867 9461

jstrong@lat.co LI