Working with PUMA Group to create a store takeover showcasing how precision engineering meets sustainability in collaboration with MAPF1 and RAEBURN.
The concept includes a bespoke activation space dedicated to a sustainability and upcycling workshop experience involving Lewis Hamilton & George Russell from the Mercedes F1 team on the day of launch.
The entrance landing zone centres around a sleek, minimalist display case which showcases Hamilton’s iconic racing overalls alongside the masterpiece collaboration garment.
The open, minimalist window display frames the limited apparel collection and champions the hero campaign imagery.