A groundbreaking collaboration between PUMA and designer Salehe Bembury was showcased in Paris, following the success of the Mostro House event at Paris Fashion Week. The experience highlights the new Velum sneaker, featuring NITROFOAM technology, and invites guests to explore the evolution of this innovative design from concept to reality. This exclusive event offers a limited release of 100 pairs and includes interactive installations that blend nature and technology.

Guests are immersed in Bembury's creative universe, where organic textures dominate the environment, while also getting an early look at the H-Street installation originally launched in Seoul.

Exploring the Evolution of the Velum Sneaker

This section delves into the journey of the Velum sneaker, showcasing its transformation from a mere idea into a tangible product. Through specially curated installations, visitors gain insight into the design process behind this lifestyle silhouette, which merges Salehe Bembury’s signature style with PUMA's advanced technology. The event begins with an exclusive gathering before opening to the public, offering them a chance to purchase pre-release pairs signed by Bembury himself.

The Velum sneaker is more than just footwear; it represents a fusion of creativity and engineering. At the heart of the experience lies a futuristic laboratory setting where the Velum is presented as if under scientific scrutiny. This presentation emphasizes the intricate details of the shoe's construction, highlighting how Bembury’s passion for natural forms complements PUMA's technological advancements. Guests witness firsthand how each element of the Velum has been meticulously crafted to create a harmonious balance between form and function, making it a standout piece in contemporary sneaker culture.

Immersive Design Meets Interactive Installations

Beyond the unveiling of the Velum, attendees are transported into Salehe Bembury's imaginative world, characterized by a seamless blend of organic and mechanical elements. This immersive environment features walls adorned with flowing textures, floors that ripple beneath your feet, and ceilings that extend overhead, creating an otherworldly atmosphere. Such designs encapsulate Bembury's unique approach to integrating nature-inspired aesthetics with cutting-edge innovation.

Adding another layer to the experience, elements from the H-Street installation make their way to Paris after debuting in Seoul. These components provide visitors with a sneak peek at an upcoming low-profile silhouette set for release later in June. By combining these diverse yet complementary aspects, the event not only celebrates the launch of the Velum but also showcases the broader vision shared by PUMA and Salehe Bembury. It serves as a testament to their commitment to pushing boundaries in both design and experiential marketing, leaving a lasting impression on all who attend.