2017 PUMA Limited Edition of Installations Planning

We were invited by PUMA to design a limited edition of installation planning of the shoes for the year —TSUGI in 2017. This installation planning was origin from the high streets and back lanes in Taiwan, reflecting the original intention of the TSUGI series from PUMA — the next generation of the Orient.

Taiwanese perennial used to eat local street foods, including outdoor parties, wedding banquet, and street tea shops. By using the elements of local street corners, we extended the core concept of Run the street from PUMA and proposed the “Neon Circle,” providing the street scenes different perspectives and a whole new aesthetic, fulfilling our original creative spirit—“Form Follows Story”.

The “SO.PUMA” neon circle project combined two brands we cooperated with — tea shop “SOMA” and “PUMA.” We exerted the imagination of “SO-PUMA”, proposing the Puma Street Festival in the accustomed street scenes that are always full of foods and drinks. Puma Street Festival connected the two concepts of the wreath in Taiwanese traditional festivals and the neon lighting in the early wedding banquets and restaurants. We aimed to transform the gaudy impression of the original wreath into the contemporary one with slogans of Chinese fortune lion, TSUGI shoes images and taiwanese street art on it, representing the PUMA TSUGI world tour were having fun in Taiwan with our local culture in a confidential fashionable way.